With the enormous growth in the number of public relations consultants in recent years, getting a message through the media can be fraught. Anthony Funnell speaks to three senior public affairs professionals:
Rod Bruem, a former journalist and press secretary who's currently a spokesperson for Telstra, and editor of its online communication site.
Amanda Lampe, a political and communications strategist who was for a time the media director for former New South Wales Premier, Bob Carr.
And Sue Murray, the CEO of the National Breast Cancer Foundation.