What contributes to the success of the relationship between a public relations officer (PRO) and media persons when the PRO gives reporters background briefings and materials about the organization?

Preparation

Explanation:

Before interacting with the people through media, it is very common for public relations officers to make 'preparation' the media persons before initiating public appearance.

For example, before conducting an interview to address bad rumors regarding the company, public relations officers could pay the interviewer and ask him/her to ask only sets of questions that already prepared by the public relation officers.

By doing this, the company's representative wouldn't be caught of guard with weird questions and appear more confident/trustworthy, since that representative only has to answer the questions that already been rehearsed before.