Ask any PR what they’d really like to know about working with a journalist or publication, and one of the top answers is likely to be ‘how can I make this relationship better?’

In the first of a series discussing this, we compare what a journalist (in this case, our very own Will Cooper from new media age) thinks a ‘good PR’ is and does, with the opinion of Jon Silk, who recently joined Waggener Edstrom.

Will looks at this from a trade perspective, and says that reporting the news has to be unbiased, so a negative story shouldn’t be taken personally.

Jon has an interesting take, coming from media stock himself. He lists five things he thinks makes up a good communicator from his perspective.