What is a PR agency and what does it do?

In this article, we’ll explore in detail what a PR agency is and what it can do to help your business.

A lot has significantly changed in the global market in the aftermath of the pandemic, and PR is no exception. But what is a PR agency and what have they been doing since it ended?

With new questions emerging that only a PR agency can answer, it seems only natural to explore what PR is, and how an agency specialized in a specific region or country can help your business communicate more effectively.

What is PR?

Public Relations (PR) is a strategic communication practice that aims to cultivate a positive image and reputation. It further seeks to maintain a favorable relationship between an organization and its various stakeholders, including the general public, customers, investors, employees, media and governmental bodies.

The goal of PR is to establish credibility, maintain transparency, manage crises, and convey key messages effectively, ultimately influencing public opinion and fostering a favorable environment for the entity’s objectives and initiatives.

Why is PR important?

Public Relations (PR) is crucial as it establishes credibility through earned media coverage and strategic communication, influencing public perceptions. It involves crafting and managing the perception, reputation and image of the organization in the eyes of the stakeholders.

When the strategies are well-tailored, they also offer 5 different benefits to companies, as further detailed below.

  1. Storytelling

PR involves strategic storytelling. By crafting narratives that highlight the organization’s achievements, values and impact, PR practitioners can effectively shape public perception and create an emotional connection with audiences. It is the driving force in building trust.

  1. Brand Visibility

It enhances brand visibility by strategically placing the brand in the media, fostering media coverage and leveraging influencer partnerships. It generates organic interest and positive exposure, ultimately increasing brand recognition and presence across various channels and platforms.

  1. Brand Reputation

PR professionals help organizations maintain a positive image even in challenging situations. The idea is for the brand or organization to be presented to the public in the best light possible. This is a long-term process that needs constant review to establish solid credibility.

  1. Community Building

Through events, social media and targeted content, PR creates platforms for dialogue, allowing the community to feel heard and valued.

  1. Relationship building  

Building and maintaining relationships with key stakeholders is crucial; this includes not only the media but also government agencies, community groups and industry influencers. These positive interactions, grounded in effective PR strategies, lay the foundation for lasting and mutually beneficial relationships that contribute to an organization’s success.

Overall, PR is a multifaceted discipline that blends communication strategy, relationship-building and storytelling to influence perceptions, cultivate trust and drive the overall success of an organization. Hiring a PR agency in the country where your target audience is is crucial for your effective communication efforts.

What is a PR agency?

A PR agency, or Public Relations agency, is a professional organization that specializes in providing a range of services related to strategic communication, reputation management and brand promotion for clients, as we´ve seen above.

PR agencies work on behalf of businesses, organizations, individuals, or even governments to develop and execute effective PR strategies. They leverage their expertise, industry knowledge and connections to help clients improve their overall communications approach.

In an era of information abundance, PR cultivates authenticity, reinforces brand identity and ensures an organization’s reputation aligns with its values, ultimately influencing success, public support and sustained growth.

What does a PR agency do?

PR professionals use a variety of tools and techniques to achieve these goals. A PR agency handles various tasks related to strategic communication and reputation management on behalf of its clients. These tasks include the following:

1. Media Relations

A PR agency interacts with journalists, editors and media outlets to secure positive media coverage for their clients.

They draft press releases, pitch story ideas and coordinate interviews to ensure that the client’s message reaches the right audiences through trusted media channels.

The purpose is to shape accurate, favorable and impactful media representation for an organization or individual.

2. Stakeholder Engagement

This involves actively engaging and maintaining positive connections with individuals, groups, or entities that have an interest or influence in an organization’s activities.

PR agencies facilitate dialogue between clients and their stakeholders, including customers, investors, employees and community members, addressing concerns and fostering mutual understanding.  

This engagement builds trust, ensures alignment with values and facilitates a supportive environment, enhancing the organization’s reputation, credibility and overall success.

3. Influencer Collaborations

Influencer collaborations involve partnering with individuals who have a significant online following and credibility within a specific niche or industry.

PR professionals identify and engage these influencers to authentically promote a brand, product, or message to their engaged audience.

This collaboration leverages the influencer’s reach and influence to amplify PR efforts. It further builds trust among their followers and creates an organic buzz around the organization’s offerings.

4. Event Planning and Sponsorships

These are strategic activities where an organization participates, hosts, or sponsors events, conferences, or initiatives to enhance its visibility, reputation and engagement.

By aligning with relevant events or sponsoring causes that resonate with their values, organizations can effectively communicate their brand message, foster community connections and demonstrate their commitment to social responsibility.

Events and sponsorships serve as opportunities to create memorable experiences, forge meaningful relationships and leverage positive associations to achieve PR goals.

5. Crisis management and communication

In times of crisis or negative events, PR agencies work to control the narrative, offer solutions and minimize the negative impact through timely and coordinated communication across various channels.

The purpose is to rebuild trust, demonstrate accountability and protect the organization’s image, often involving preparedness plans, media management and empathetic communication to navigate challenging situations while maintaining credibility.

6. Internal relations and communications

This focuses on fostering positive communication and relationships within an organization. PR professionals engage with employees, management and stakeholders to promote a harmonious and productive work environment.

It contributes to a motivated workforce, more solid teamwork and a unified organizational culture. Effective internal relations play a vital role in reflecting a positive external image, as satisfied and informed employees become brand advocates and contribute to overall business success.

7. Social Media Management

Social media management involves overseeing an organization’s online presence across various social platforms.

When you hire a PR agency, you´ll most probably want it to manage your social media accounts, further creating engaging content and interacting with followers to maintain a positive online presence. It can help maintain a positive online image while adapting to the dynamic nature of social media landscapes.

PR professionals curate and create content, engage with the audience and monitor conversations. Effective social media management fosters brand visibility and encourages authentic interactions.

8. Content Creation

PR agencies develop compelling content, such as articles, blog posts, videos and infographics, aligning with the client’s messaging and values. This content is disseminated through various channels to engage and inform the target audience. Therefore, this enhances brand credibility, supports thought leadership and contributes to positive storytelling.

These materials aim to inform, educate, as well as engage target audiences while aligning with the organization’s goals and values. Quality content enables PR to communicate messages across various channels and platforms to foster engagement and positive perception.

Now you have the answer to the question – “What is a PR agency?” – it’s time to highlight that although all of them have the same objectives, they use different approaches to achieve them.


Working with a PR agency in Argentina, for example, is the ideal way to understand the country’s peculiarities and conduct successful PR and marketing campaigns. It can play a pivotal role in shaping perceptions, influencing public opinion and facilitating transparent interactions between organizations and their audiences.

Finally, local PR agencies provide strategic advice and counsel on communication matters, helping clients align their messaging with their goals and values in a way that will truly work in other countries.