If you own or work in management capacity for a company then PR or public relations is something that you should be giving close consideration to. This is because no matter what type of business a company is in big or small, theres always at least one area, usually more where it can benefit from a public relations agency. You see employees qualify as the public, so in essence, employee relations is public relations.  http://www.prsa.org/

There are various sorts of public relations agencies. Several, specifically the very big ones, offer a range of traditional and digital communication services to virtually any sort of client you can think of. Other agencies are very specialized. They either work with only a specific kind of client – fashion, for example – or they’re famous principally for their work in a particular area, like media relations.
And then, you will discover Makovsky and Company-type public relations agencies. This kind of agency gives a range of services for clients in a few select categories. With the help of so, they develop a deep understanding of those clients’ needs and build essential, strategic interactions with key industry players that help maximize the client’s return on investment (that investment being the cost of hiring public relations agencies).

The basis of a good public relations strategy must begin with an in depth study of the client’s values, policies and goals.   Time must be taken by the agency to communicate effectively with the client and analyze a company’s inner workings.  In order to properly promote a business a good public relations agency will require a full understanding of the culture of the business, its’ goals and personnel.  If the client is to trust that the agency will be able to speak on their behalf in all climates, good and bad, they must have complete confidence that the agency is on the same page as they are.

Once a relationship is established it is expected that the best public relations agency will strive to create a positive image for you through promotion many varied ways.  They use their existing connections with the media to get your story out as effectively as possible, through print, such as editorials in newspapers and magazines.   Also all avenues of social media should be utilized. Makovsky and Company is split into six practice areas: health PR, financial services PR, technology and corporate services PR, professional services PR, investor relations and branding + interactive. One of the advantages of public relations agencies like Makovsky is that, in a world where very little is clear-cut, professionals in these specialties often work together to offer clients a more comprehensive approach to public relations. For example, the professional services team may seek the help of investor relations and, say, branding and interactive to help round out a client communication plan.