The greatest challenge between two people is communication. Because of our different background, education level, practise ant many other factors we can be understood or misunderstood, understand or misunderstand. Understanding creates bridges while misunderstanding creates walls. Child and parent are not equal because of the age and experience. The same is with community members, employees, investors - they all relations management. Sometimes this happens without a help from outside but very often it is better that these relations are managed professionally. And here is the need for PR professional. Stephen Richards Covey was an American educator, author, businessman, and keynote speaker.