However, the virtual conversations between journalists and residents like with News414 are anything but direct and personal and could prevent this relationship-building goal.

Source: https://badgerherald.com/opinion/2023/03/09/point-counterpoint-is-news414-the-future-of-journalism/

Public relations have always focused on relationship-building, both between brands and the media and brands and customers.

Source: https://www.forbes.com/sites/forbescommunicationscouncil/2023/05/22/how-social-media-content-marketing-and-paid-media-ads-are-changing-pr/