Public relations agencies are firms that specialize in managing a company's reputation and public image. Other synonyms for public relations agencies include communication firms, PR firms, reputation management companies, media relations agencies, strategic communications agencies, and brand management firms. These firms use a variety of tactics to build and maintain a brand's reputation, such as media outreach, social media management, crisis communication, event planning, and influencer outreach. Ultimately, the goal of any public relations agency is to positively shape how a brand is perceived by the public, and to effectively communicate the brand's values and messaging to its target audience.