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Many larger companies have media relations consultants, while still larger firms may have a full time media relations person or department. For smaller companies, it can sometimes be helpful to hire a media relations consultant on an as-needed basis. Look for someone with experience in your industry, because what you're buying, after all, is the person's contacts with the media that cover companies like yours. Sometimes companies hire media relations consultants for crisis management, if the company has a large layoff or is involved in a high profile lawsuit.