Irvine has communications and public relation consultants for hire. They may be part of a larger consultancy or agency, or may also freelance. In the present world, it is not enough to manufacture and distribute the product. One also has to have effective marketing and awareness campaigns to create a demand for the goods or services. These professionals are important in marketing and PR campaigns for micro, small and medium businesses, as well as larger corporates in Irvine. Their job profile involves effective media/communication strategy, introduction of new PR and communications initiatives that help popularize the business service or product. They also help create company literature, and disseminate it using a variety of media platforms (including popular social media). They also act as a liaison between the media and the company. Such consultants often have business or communication degrees, and certain areas or sectors of expertise. The client can negotiate and sign a contract which lays down the terms and conditions of the consultant's work on their behalf. This is an interesting, lucrative career that needs people skills, the ability to read the pulse of the market and quick adaptability to changing market conditions.