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How important is the media consultant in the elections campaign? Does it make a difference if the election is for a major statewide office or a parochial position of power? Who calls the shots? How dependent is the candidate upon the advertising firm, the public relations persons? What qualities should a candidate or campaign manager consider when hiring the person who might create the ads, the TV spots, the Internet buys? What if the campaign goes into crises mode, who do you call, what do you do?