Writing and editing in a PR agency primarily consist of composing press releases or announcements in the style of news reports that give new information about an individual, company, or organization and pitch a story idea to the news media. Since the 1970s, PR agencies have been creating video news releases (VNRs)—thirty- to ninety-second visual PR stories packaged to mimic the style of a broadcast news report. More recently, PR agencies have also been using social media press releases, which include embedded links to photos, videos, podcasts, trackbacks to blogs linking to related news, and RSS news feeds. In addition, PR agencies create public service announcements (PSAs), which are fifteen- to sixty-second reports or announcements used by nonprofit groups to promote government programs, educational projects, volunteer agencies, or social reform. Today PR agencies are also responsible for creating Web content, like blogs, Facebook posts, tweets, and viral videos.

Because public relations provide stories through press releases, many journalists have become lazy and are content to wait for a handout or tip before following up on a story, leaving behind groups who cannot afford elaborate press coverage. This may negatively affect journalism because some members of the news media, grateful for the reduced workload, may be hesitant to criticize a particular PR firm’s clients.