The relationship with PR professionals and the media is very important. Proper communication with the media could mean success or failure in the world of PR. PR professionals work with the media in a variety of ways for getting out information through the media. For example, PR would use the newspaper, television, social media, and radio as a means to inform the public. This relationship has to very strong in order for both parties to work together in the best interest of the company as well as the media outlet.For example, the coverage of the Tiger Woods events from a PR standpoint needed to include a good media outlet to show Tiger in the best light. Also, good coverage of PR by a specific media outlet could provide a good form of publicity for that particular media. PR professionals need to understand that success with the media could mean a success, and bad media coverage could lead to familiar.