PR agency
An agency that manages a client's reputation and relationships with journalists, the public and other stakeholders.
Definition
A public relations agency helps organizations communicate and build trust. Typical work includes media relations, press releases, spokesperson preparation, event announcements, reputation monitoring and crisis communications. Success is usually judged by quality of coverage, message pickup and stakeholder perception rather than by direct sales. Because coverage depends on journalists' independent decisions, no honest agency can guarantee specific placements. Ask how results are measured and reported, and which relationships and past work are relevant to your sector. Ask for a sample of the media list it would use and a monthly report that names real outlets and the resulting articles, not only activity counts.
In a sentence
The PR agency prepared the founder for three media interviews.
No reputable PR agency can promise a particular article will run.
Common mix-up
Not the same as advertising: PR earns coverage, advertising buys placement.
