And giving out is a technique, a table. Getting through is a relation, a conversation around the table. Although it takes some time, it is not very difficult to learn a technique: how to write a press release, post, invite people, organise an event. Technic is very important as you can ruin things without the knowledge. But on top of the technique is a relation: with a journalist, reader, participant. And the relation is what moves the mountain, the essence of PR activity. So take your time for getting related to the others, establish your network, participate and discuss, read. Then finally you'll be able to communicate, not just to spread the information. Sydney J. Harris was an American journalist.