Journalists and company spokespeople have various reasons to distrust the other. However, in order to create meaningful stories and create positive awareness of the company, these two role players need each other. Care should be taken to seek, create and maintain meaningful relationships with each other.
The Editors Group have shared key points that spokespeople should bear in mind if they wish to become an invaluable source of information for journalists. I have created an infographic to better illustrate these key points.
If you can add to the list, please feel free to let me know!