How much important is to maintain good media relations in practicing effective Public Relations?

Media relations, AKA publicity, AKA press agentry, is a facet of public relations. Having a good relationship with reporters, editors, bloggers, etc., is important if the audience you are trying to influence is influenced by these media. Also, in general, it is useful to have a good relationship with media. In times of crisis, it can help you get out accurate information quickly.