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A press agent, or flack[1], is a professional publicist who acts on behalf of his or her client on all matters involving public relations. Press agents are typically employed by public personalities and organizations such as performers and businesses. A press agent will provide information to the media such as upcoming public events, interview opportunities, and promotional dates, and will work with the media in getting in touch with an appropriate client or resource. Press agents are occasionally required to act as "spin doctors" –- to put into the best light their clients' public actions. While press agents have traditionally worked with newspapers and television, they must also be conversant with newer media forms such as blogs and podcasts.


  1. ^ Merriam-Webster: flack


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