Uncontrolled media is media that is not under the control of a company. This can take several forms, such as television or radio. An example of uncontrolled media would be a political campaign's use of talk show hosts to get messages out about the candidate. Companies may want some level of control over their image, so they will hire public relations professionals. These people work with them to create a strategy that will help the company achieve its goals while still being represented in an effective way by an uncontrolled source (such as a political campaign). Public relations professionals may also work with companies to develop strategies for controlling the message out of fear that an uncontrolled source will say something damaging about them. For example, a politician might have an unfavorable image rating from voters, so his or her campaign might hire a public relations professional to help control what people think about him or her. The PR person could write press releases about the great job the politician is doing and send them to news outlets who will publish them. In conclusion, public relations is the process of planning and implementing an action plan designed to get your message out to an audience. This message can be controlled by a company or not.