Water companies and media: Associates or rivals?

Water companies and the media are naturally referred to each other. Due to its importance in society, the work of water companies is often the subject of the media interes. The media are needed to water companies so that information about the work has reached as many users of services as well as to build their image in public. Despite the common interest that the public be informed accusations of uncooperative often come from both sides. Who is the guilty media or the company because of that? PR Managers or journalists? Or maybe someone third? Can they be associates and what it takes to make it?