Public relations firms are specialized agencies that help organizations manage their communication and relationships with the public. They work to create a positive image for their clients, which can include businesses, non-profits, and individuals. These firms use various strategies, such as media outreach, event planning, and social media management, to promote their clients' messages and handle any potential crises. These firms often conduct research to understand public perception and develop tailored communication strategies. By crafting press releases, organizing press conferences, and engaging with journalists, public relations firms aim to enhance their clients' visibility and reputation in the marketplace.