People seek cues in their relationships to guide them toward behavior that gains social acceptance, a condition necessary for a sense of personal validity. Relationships also provide us with sources that help us fulfill our agendas. Relationships are integral for our beliefs in both worldly and spiritual contexts [5]. One of the greatest challenges facing firms today is how to gain an advantage over competitors in satisfying customer needs.This is being driven primarily by more demanding customers.Hence, businesses must be able to show more concern for customers than the competition in order to gain any competitive advantage. A disparate group of leaders of successful firms have reported enjoying a unique and sustained competitive advantage by showing greater concern for customers; this was achieved by focusing on building strong relationships [6]. Moreover, many practitioners and managers believe that effective press relations and the purported goodwill that results,positively influence key public members to be favorably predisposed toward the organization, inferring that enhanced organizational image is linked to key public members’ behavior. As a result of its journalistic heritage, public relations have generally been practiced using a mass communication perspective in which message creation, dissemination and measurement are the primary focus [7].