Editing Publicity (section)

==Publicists==
A [[publicist]] is a person whose job is to generate and manage publicity for a company, product, public figure (especially a [[celebrity]]), or work such as a book, movie, or band. Though there are many aspects to a publicist's job, their main function is to persuade the news media to report about their client in the most positive way possible. Publicists identify newsworthy aspects of products and personalities to offer to media outlets as possible reportage ideas. A variant of this practice which relies on linking a brand to a breaking news story has been dubbed "newsjacking".<ref>{{cite web |url=https://languages.oup.com/2017-shortlist/ |title=Word of the Year 2017: Shortlist |author=<!--Not stated-->  |website=Oxford Languages |publisher=Oxford University Press |access-date=12 June 2020}}</ref> Publicists are also responsible for shaping reportage about their clients in a timely manner that fits within a media outlet's news cycle. They attempt to present a newsworthy story in a way that influences editorial coverage in a certain, usually positive, direction. This is what is generally referred to as [[Spin (propaganda)|spin]].

A press agent, or flack, 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 [[performer]]s 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 [[mass media|media]] in getting in touch with an appropriate client or resource. Press agents are occasionally required to act as "[[spin doctor]]s, to put into the best light their clients' public actions. While press agents have traditionally worked with newspapers and television, they may also be conversant with newer media forms such as blogs and podcasts.