The importance of media in the assembling of institutional image of the organizations is unquestionable. Thus it must be considered the credibility of the agency professionals when in contact with the newsrooms, so here is one differential of CGMA. The agency’s work is to create, makes closer and consolidate productive and efficient relationships among enterprises (and their spokespersons) and the communication vehicles (their professionals) guiding for the best positioning to be adopted by our clients and suggesting the accurate posture for each issue and situation. In this area it’s included management of conflicting situations that may go to media and damage the corporate image, in case they are not detected and solved in able time and way.