In spite of the concluding comment in the previous chapter it is likely to be the CEO’s experience that from time to time he will be either exposed to the mass media, or it is desirable that he should have direct personal relations with the press, radio and television. He may not always have the benefit of his PRO’s or PR consultant’s guidance or presence, and it will then be necessary for him to handle the media spontaneously and confidently. If, as is quite possible, he has inhibitions about the media, his reactions may have undesirable results. Insincerity, evasion, confusion, reticence and even shyness can be disastrous. But there is no reason why the CEO should not enjoy media relations, and be a PR asset to his company.