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A media consultant is a marketing agent or public relations executive that is hired by businesses or political candidates to obtain positive press coverage. Media consultants usually draft press releases to highlight positive achievements of a business, organization, or individual, and prepare subjects for interviews with the media.[1][2] In politics, media consultants create advertisement campaigns to plant a desired image in the minds of voters.
A personal media coach gives feedback and instruction to someone who going to be interviewed by the media, such as a book author, political candidate, corporate officer, or spokesperson. This might include recommendations on what to say, feedback on affect and delivery, fashion advice.[3][4][5]
Alternatively, a media consultant is also a person or company that enables media organizations to develop their businesses. An example where a consultant would be needed is a company that is moving its print business online.
Consulting firms such as Bain, McKinsey & Company, and Boston Consulting Group have media, technology, and entertainment practices. Media consultants at management consulting firms seek to address issues facing the industry such as strengthening operational efficiency, brand strategy, digital media strategies, and business technology. Media consultants are often employed by businesses to help them manage their media agency relationships and audit their advertising spend.
Many consultants have entered the area of social media. A social media consultant's work involves advising clients on developing online media campaigns. These campaigns typically include the use of video, blogs, forums and other features commonly seen on social networking sites.[6]
These consultants also assist companies with managing their online presence on blogs and popular social networking sites such as Facebook, Myspace, Google+ and Twitter. Increasingly, the more engaged companies are in social media, the more valued their brands are.[7][8]