Summary: In a recent blog post, Deanna Werner answered some basic questions about PR. This FAQ expands those insights about public relations, this time focusing on how PR agencies operate.

What are the core tasks of a public relations (PR) agency?

PR agencies help shape how organizations are perceived and understood by the public. At their core, PR professionals serve as strategic communicators who help brands build credibility, manage their reputation, and tell their stories in a way that resonates with key audiences.

A large part of this work centers on media relations, which includes writing press releases, pitching story ideas to journalists, and securing media coverage that builds visibility and trust. Unlike paid advertising, this type of coverage is earned, meaning it carries valuable third-party credibility (and is commonly referred to within PR as “earned media”).

PR agencies also help clients prepare for moments when they need to communicate clearly in the public eye. This can include media training, where spokespeople learn how to deliver key messages effectively during interviews, as well as crisis communications planning, which ensures organizations are prepared to respond quickly and thoughtfully when unexpected challenges arise.

Nearly everything a PR professional does revolves around crafting clear, compelling messages that reflect a client’s voice, values, and brand identity. Whether it’s a press release, a pitch to a journalist, talking points, or social media copy, every word must communicate with purpose.

But effective writing isn’t possible without strong research. As a consequence, PR professionals spend a significant portion of their day monitoring media by:

  • Tracking how clients are represented in print, broadcast and online channels
  • Identifying industry trends
  • Spotting potential risks or opportunities

This constant research and monitoring helps ensure that messaging stays accurate, relevant, and aligned with how the public is perceiving the client.

At the same time, effective PR depends on maintaining strong client relationships. This means regularly checking in with clients, sharing updates, answering questions, and making sure clients feel informed and supported. These relationships form the backbone of successful communications management.

What does a typical day look like for a PR professional?

If you ask someone in PR what their typical day looks like, they’ll most likely tell you that no two days are ever the same. The work is fast-paced, and priorities can shift instantly depending on client needs, breaking news, or opportunities that suddenly arise.

But here’s a example of a “typical” day:

Morning: PR professionals scan news alerts, newsletters, and social media to see what stories are trending and whether clients are mentioned in the news. This includes:

  • Reviewing coverage in print, broadcast, and online outlets
  • Flagging stories that could affect clients or their industries
  • Identifying opportunities to join ongoing conversations in the media (sometimes called “newsjacking”)

Midday: By late morning or midday, the focus often shifts to client communication and content creation. This can include:

  • Client check-in calls or strategy meetings
  • Drafting press releases or media pitches
  • Preparing talking points or background materials
  • Coordinating with internal teams
  • Reviewing and editing content drafts

Afternoon: The last third of the day often focuses on media outreach and follow-up. This may include:

  • Pitching story ideas to journalists
  • Following up on previous outreach
  • Tracking media coverage as it appears
  • Compiling reports summarizing results for clients

Throughout the day: Pivoting when news breaks that could impact clients.

For some clients, PR professionals may also staff an all-day event, where they:

  • Manage the overall event flow by coordinating with executives and client representatives
  • Coordinate with reporters and their teams to facilitate interviews and to capture the best photo or video opportunities
  • Document statements and interactions to ensure accuracy and to catch any potential misquotes or misunderstandings

How do PR professionals stay aligned with a client’s brand voice, messaging, and goals?

According to PRSA, one of the most important ways PR professionals stay aligned with a client’s brand voice is by developing clear and consistent messaging from the beginning.  

PR professionals find a client’s core message by first getting to know the client, the business, their audiences, their customers, their competitors, and their business goals. They often have meetings and ask questions to understand what the brand stands for and what the client wants to achieve. This helps them understand what makes the brand unique and how it wants to be seen by the public. Once they understand these key elements, they can create a clear core message that represents the client’s voice and expectations.

How do you prepare clients for potential negative press or sensitive questions?

PR teams begin by developing clear key messages that reflect what the organization wants to communicate. These messages help guide responses during interviews or public appearances. PR teams often prepare a list of potential questions, including challenging or critical ones, and draft suggested responses.

Spokespeople frequently participate in media training sessions, where they practice responding to questions on camera. PR professionals also teach bridging techniques, which allow spokespeople to acknowledge a question and then redirect the conversation back to their key message.

How does a PR agency decide which journalists or outlets to pitch?

PR professionals build media lists, which are databases of reporters who cover specific industries or topics, often called “beats.” Most journalists specialize in selected areas, including (but not limited to) technology, healthcare, business, finance, local government, energy, or education.

Before pitching a story, PR professionals research:

  • What topics the journalist typically covers
  • The types of stories they publish
  • Whether the outlet’s audience aligns with the client’s target audience

Do PR people ever “go off the record” themselves?

PR professionals do sometimes speak off the record with journalists, but they do so cautiously and strategically, and they should treat every interaction as if it could be on record.

When a PR professional does go off the record, it’s typically to provide background context, help a journalist understand a complex issue, or shape how a story develops—not to provide any quotes for attribution.

Many reporters welcome it when a PR professional goes off the record, as it can provide context for a story or even surface new story angles entirely.

However, off-the-record conversations carry risks. Some PR professionals and journalists have different interpretations of what “off the record” means, which can lead to damaging situations for their organizations.

It’s also worth distinguishing between “off the record” and related terms. Strictly speaking, “off the record” means the information cannot be published at all.

PR Daily has a helpful definition of “on background,” which is slightly different than “off the record”:

“On background often means that the information may be used either via quote or a summary, but without a specific name attached. This is often used to not put the focus on a person, such as attributing a quote to ‘a company spokesperson’ as opposed to ‘Jane Doe, head of communications.’”

Whether speaking off the record or on background, the guiding principle for most communications professionals is to assume everything is on the record. Many advise never going off the record at all, treating every journalist interaction as potentially quotable.

When a PR professional does provide an attributed quote on behalf of a client, it’s done on the record with the intention of representing the client clearly and accurately. In most cases, PR agencies prefer that subject matter experts or designated spokespeople from the client organization speak directly to reporters, whether on or off the record.

Putting policy experts or spokespeople on background can ease their nerves and help journalists understand complex topics more deeply. Helpful background briefings for reporters from subject matter experts (SMEs) often lead to more accurate, focused reporting.

One critical caution: Declaring something “off the record” only works if it’s established before the conversation begins. Journalists aren’t bound to treat information as confidential if it was shared before the off-the-record terms were agreed upon.

Note: This blog post was researched by our intern, Micah Talley.