A pr company is a professional services organization, generally hired to conceive, produce and manage un-paid messages to the public through the media on behalf of a client, with the intention of changing the public’s actions by influencing their opinions. Messages are often in the form of news distributed in a non-personal form which may include newspaper, magazine, radio, television, Internet or other form of media for which the sponsoring organization does not pay a fee.

PR professionals usually target only certain segments of the public, since similar opinions tend to be shared by a group of people rather than an entire society. However, by targeting different audiences with different messages to achieve an overall goal, PR professionals can achieve widespread opinion and behavior change.
A public relations firm is independent from the client and provides a third-party perspective on the client’s business, goods or services. Typical pr company clients include businesses (sole proprietorships, partnerships, LLC’s) and corporations, non-profit organizations and government agencies.