To develop positive relationships with the media, an advertising agency's public relations director must be __________.

The emphasis on being honest and professional is foundational for developing positive relationships with the media. Public relations, by nature, involves communication that builds trust and credibility. When a public relations director maintains honesty in their communications, they foster trust with media representatives, which is crucial for securing favorable coverage and managing the organization's reputation.

Professionalism complements honesty, ensuring that the director conducts interactions respectfully, adheres to industry standards, and handles situations appropriately. This approach encourages not only a strong rapport but also long-term relationships with journalists and media outlets, who favor working with reliable sources.

While being creative, charming, or well-connected can be beneficial characteristics, they do not replace the necessity for honesty and professionalism. Media professionals are more likely to engage positively with representatives they know will provide truthful information and uphold ethical practices. This reliability ultimately aids in achieving successful media relations.