In the present media-sensitive world, many organizations are increasingly likely to employ professionals who have received formal training in journalism, communications, public relations and public affairs in this role in order to ensure that public announcements are made in the most appropriate fashion and through the most appropriate channels to maximize the impact of favorable messages, and to minimize the impact of unfavorable messages.
I den nuværende mediefølsomme verden er mange organisationer i stigende grad tilbøjelige til at ansætte fagpersoner, der har modtaget formel undervisning i journalistik, kommunikation, public relations og public affairs, i rollen for at sikre, at offentlige meddelelser bliver præsenteret på den mest hensigtsmæssige måde og gennem de mest passende kanaler for at maksimere effekten af positive budskaber og minimere virkningerne af ugunstige meddelelser og dårlig omtale.