One valuable asset public relations consultants can bring is their own credibility with reporters. Credibility with journalists is not easily gained, and it’s earned through honesty and transparency with reporters over sustained periods of time. But, credibility doesn’t necessarily equate to the media reporting what you want. That’s why you always want to make sure you hire a PR consultant who plays the role of advocate – someone who is out there fighting for you, your brand, or your cause – and not someone concerned about preserving a “good” relationship with reporters. The former is someone who is on your side; the latter can be a walking conflict.