There are many ways to handle the promotion of a business or a company. Mainly, this is done through marketing campaigns and advertisements that draw attention to the specific venue or business, or even the issue. But, in an ever-increasing, media driven day and age, it is the public that can quickly become part of a concern or benefit for a business. Especially true when controversy arises, PR representatives and experts provide a great resource for those dealing with an issue in the public eye, from a scandal to a large and momentous occasion of positivity.
PR exports present the information to the media and serve as a liaison between an individual or business and the larger masses. These individuals often try to navigate a story or storyline into a digestible and more palatable topic in order to stave off any negative ramifications. PR representatives and companies are often linked to big time stars, candidates for office, and even small companies that are facing some sort of issue or want to prepare in case they might. These individuals are well versed in the subject matter of how to handle pressures and inquiries from the public as well as how best to spin them for the good. Further, these individuals may actually do the talking for someone else and stand in on their behalf, thus taking some of the pressure off of someone who is already under a great deal of it.