This means that you know what is going on in the company and you know what is going on in the public. As one of the only people that has the know in each camp, your job is very important. If things are going on in the company that will impact the public you need to either advertise those things (if the impact is good) or do damage control (if the impact is bad). On the other side of the bridge, if there is a shift in public opinion, you will need to help your company change with the times. This bridgework can end up being a lot of work but it is a necessary and important role that you fill.