They can inform the public about laws that the government has made/ changed or plans to change so this keeps the public informed. They can ensure the publics views are listened, to by the government as the media has a much bigger voice and can therefore voice public opinion to government as well. They ensure that issues in society are kept at the forefront of the governments mind. They can support campaigns etc such as Sarah's Law and pressure groups such as Fathers for Justice. These groups wouldn't have a voice without media coverage. This coverage can lead them to get more support, followers and perhaps be listened to by parliament. They are often listened to as the government recognises that the media is the voice of the public and they want the media to portray MPs in a good light so that the public will support them (especially before election time).