Sally Ridge says she and her friend, Charlotte Dawson, were the two most hated women in New Zealand for a long time, while several TVNZ reporters and presenters say they are often the victims of cyber-bullying.
Dawson was found dead in her Sydney apartment on Saturday after a long battle with depression.
Ridge told TV One's Breakfast show Dawson had always looked out for her when the media started bagging her.
"She always kind of had my back in terms of print media," Ridge said.
"Charlotte and I decided we were the most hated women in New Zealand two years ago when we were at fashion week.
"This was when one particular media person was on my case and Charlotte's case."
Ridge said she always had daughter Jaime to comfort her when times got tough. Dawson did not have someone like that, which must have been tough.
"As much as we've been bagged over the years for having such a wonderful friendship, she [Jaime] is always there for me 100 per cent."
It was hard to imagine what Dawson would have gone through during her last days, Ridge said.
"I was saying to Jaime, 'Oh my god, can you imagine what Charlotte went through just before she passed away, the depression and how sad she would have been and how emotional'.
"You just can't even comprehend what she would have gone through."
The media needed to be cautious with what they printed, Ridge said.
"The papers need to examine a little bit more what they print.
"I think they need to hold back on the bagging of people because sometimes it just goes a little bit too far and it's just completely unnecessary and I'm sure the general public don't want to read all that nasty stuff.
"Most of the time it's just rubbish anyway."
Meanwhile, several TVNZ reporters and presenters read out some of the nasty tweets they have received recently, mirroring Jimmy Kimmels popular Mean Tweet segment.
Matt McLean: "What a slimy little filth that lying corporate whore Matty looks like, total corporate media sell-out."
Nadine Chalmers-Ross: "You are dead boring, hot, but [expletive] dull."
Peter Williams: "My mother always told me that people who talk slowly, think slowly. You talk slowly Peter Williams."
Ruth Wynn-Williams: "You are a complete [expletive]."
Helen Castles: "If you had babies I would want to punch them in the head."
Brooke Dobson: "I wish I could shave the moustache Brooke is sporting on the news today."
Toni Street (just after having a baby): "Toni Street makes me sick, especially with her flabby arm skin. She should never be allowed to wear outfits without sleeves. Disgusting, yuck."
WHERE TO FIND HELP
If you or someone you know needs to talk, these are 24-hour helplines:
Lifeline: 0800 543 354
Youthline: 0800 376 633
Samaritans: 0800 726 666
If it is an emergency call 111
For information about suicide prevention, see http://www.spinz.org.nz