In dating it might be bad timing (in the media world this is called deadline) or perhaps a flame (journalist) has been burned by an ex (PR person) before. Regardless of the reason, media partnerships – like relationships – either work out or don’t.

There are the one night stands – when a PR person pitches the right story at the right time and everyone is a winner. In the heat of the moment it’s like fireworks, but said journalist and PR person part ways never to contact each other again. The PR person will often look back at that passionate affair, possibly while staring at a scrapbooked newspaper clipping.

There are the flings, when a journo uses a PR person for a few stories only to quickly move on or decide they’re just not that interested. This often leads to the below.

The annoying exes… Just like jaded lovers, PR people have been known cling onto hope for a relationship turned bad, repeatedly calling, leaving voicemails, crying to colleagues and – in extreme cases – showing up at journalists’ houses in the middle of the night.

There’s also the desperate divorcee.  A heart-broken single (PR person) who has recently lost true love (story was scrapped by a sub-editor) and are left turning to anyone in desperation as their biological clock (monthly retainer) ticks away.

There are the tarts; the Paris Hilton-like PR people who are out every night and sell their stories to anyone and everyone just to get some coverage. These people aren’t interested in meaningful exchanges (feature stories) but just quickies (tabloid briefs).

There are the cheaters too.  Those PR workers who promise exclusives only to do the dirty with a competitor.

And, of course, there are teasers – the journos who lead unsuspecting and hopeful PR people along, playing with their emotions phone call after phone call, promising to run a story, requesting images and feigning interest all because they don’t have the courtesy or courage to give an honest ‘no’ and let the other move on with their life (pitching).

But very occasionally when the planets align, there is true love – a mutual bond between two equals sharing the same needs, understanding each other and moving forward toward the same goals (effective media communications).

Love conquers all.