For the benefit of their customers’ goods and people, public relations businesses exploit media attention to their advantage. This is a kind of “earned” or “unpaid” media, much like paid advertising. For a public relations agency, getting its clients’ names mentioned in the media is its primary purpose.
It is common for public relations companies to write news releases and distribute them to the media, as well as to organize special events and do market research.
They may write speeches and pitches, conduct market research, network, blog, and promote social media.
Public relations firms work to improve their customers’ public image by using the media. Using their knowledge of the companies, they can identify positive messages and convey them to the press. While they can easily handle terrible news, they can also figure out how to limit the damage.