Media consulting involves promoting brands through various public outreach activities aimed at positively influencing public perception. Consultants conduct research to understand public opinions on topics, often collecting data through questionnaires. They then analyze and categorize this data using statistical software to identify trends in how the public thinks about certain issues. Based on these insights into public views and concerns, consultants advise their clients on the best strategies for communicating with the public and incorporating customer needs. As social media grows, media consultants are also utilizing online networks to more cost-effectively interact with broad audiences.