Media relations involves using the services of media when considering informing the public associated with an organization’s mission, policies and practices in a positive, consistent in addition to credible manner. Typically, this means coordinating directly using the people responsible for producing this news and features within the mass media. The objective of media relations is to maximize positive coverage within the mass media without investing in it directly via advertising. Media relations are generally an investment in a corporation. Media consultants understand investments, commitment, dedication and monetary strains that need to small organization.