Firefighter, babysitter and tightrope walker.
These are some of the words Ricky (not his real name) - a public relations executive with about 10 years' experience - uses to describe his job.
Juggling the media’s demands and clients’ expectations of press coverage means you’re always caught in the middle, he tells The New Paper on Sunday.
Clients want him to do the impossible, and guarantee positive coverage - something no PR consultant can promise.
He takes the time to meet journalists and editors face to face, also because it's much harder for them to say no to him in person.