the means to speak to the public more effectively.

Nor will a communications consultant necessarily be a tool for party political views, as Opposition Leader Pamela Gordon believes.

But the appointment of the $150,000 communications consultant, whoever he or she is, is questionable for another reason: It is a waste of money.

Premier Smith has some public relations problems. Her dislike of the media is well documented. But they are easily solved. So here, for 75 cents instead of $150,000, is the advice the PR consultant should give.

The consultant should say that if the Premier is too busy to ever hold a press conference or to return a reporter's phone call, then the problem is in the way she is managing the job, not with the Press.

The consultant should say that the Premier is the de facto spokesman for the Government, whether she is in the House of Assembly, at a public meeting or talking to the media. As such, no-one can enunciate the Government's views and policies better than the Premier.

The consultant should tell the Premier: "You are intelligent. After all, the people of Bermuda would never elect a stupid person as Premier. You are quite capable of making your case and making it well. Do it.'' No-one, the consultant should say, is saying the Premier, or any other Cabinet Minister for that matter, actually has to like the media. But for better or for worse, the media as a whole is the most direct conduit for speaking to the people, so they should be used and not ignored.

The consultant should say: "Pick up the phone and speak to the media when you want to get your point across. The reporter will be thrilled, and will have a story which is likely to be on the top of the newscast or on Page 1.

"Hold press conferences and answer journalists' questions, even when they seem kind of silly. If a reporter is wondering about something, then quite a few members of the public are as well.

"Take up the tough questions and answer them for the same reason. Don't assume the reporter is trying to trap you.

"Get to know the media. They are human too; if you develop a relationship with them, they are likely to be more sympathetic. If they think you hate them, your chances of getting a sympathetic hearing are reduced.

"Make sure there is someone in the Cabinet Office who understands the function of the media and how the media works. Clearly there is no-one there now who does.'' Finally, the consultant could even drop the mask of Civil Service objectivity for a moment and remind the Premier: "If you don't talk to them, the Opposition will. And that means that your chances of getting re-elected are reduced, because your ideas and policies are not getting out there. You may win the next election, but what about the one after that?''