Most comms people are only as good as their media relations. It is the comms company's job to have good working relationships with as much of the media as it can, for that is the key to successful media communications.

Some comms campaigns will be directed straight at the media, not the public, on the basis that the tacit support of the media will flow through into the public psyche. The comms company must have reliable contacts and extensive contact lists to achieve this.

The outcome of a crisis could all come down to how credible the comms company's relationship is with a key journalist.