Final answer:
To develop a good working relationship with the media, it is important to build knowledge about the community, leverage networking skills, and regularly connect with contacts.
Step-by-step explanation:
The secret of success in placing publicity is to develop a good working relationship with the media by building your knowledge about the community you are working with, allowing yourself to be invited in and knowing the community's history. Networking skills and leveraging resources are also important, but it is crucial to never offer anything that you cannot deliver.
Additionally, regularly connecting with your contacts and providing them with information or inviting them to events will help maintain a positive relationship.