I totally agree..

Steve Rubel is spot on. When I worked for Microsoft at an agency for a number of years, I humourously called myself a 'Communications Facilitator' rather than describe myself as a Public Relations consultant (or as my Dad described me to friends, Spin Doctor), but the sentiment is the important thing.

Opening honest communications is the best way to facilitate understanding and minimise aggression. When there were tricky journalist relationships, listening and understanding and then communicating smoothed these so quickly neither party could understand why it had happened in the first place.