What They Do:
PR agencies work closely with media outlets and develop relationships with those outlets to provide vehicles for their client's message. The dissemination of information and news via the Internet, the evolution of information sharing and participation in digital communications is changing the traditional role of PR. Rather than just cultivating relationships with media outlets, PR agencies are focusing more attention on new interactive internet forums, i.e. Web 2.0, such as Internet messaging, “blogging," webinars, and social networking sites to communicate client messages directly to target audiences.
The primary purpose of Public Relations agencies is to:
1. Secure favorable public exposure for their clients.
2. Design and evaluate strategies to attain a specific public image for clients.