A media consultant can be a marketing agent or public relations executive, hired by businesses or political candidates to obtain positive press coverage. Media consultants usually draft press releases to highlight positive achievements of a business, organization, or individual. In politics, media consultants create advertisement campaigns to plant a desired image in the minds of voters.
It is also used to describe a person or company that enables media organizations to develop their businesses. An example where a consultant would be needed is a company that is moving its print business online.