Everybody and every company engages in public relations, though they might not even bear in mind they're doing this. A public relations agency for property business can affect how people view a small business. In a nutshell, is any way by which an individual or company goes about the job of influencing the way the general public or their workers see a provider.
As a rule of thumb, positive is nice and negative is poor but in recent instances cases have come to light with some Hollywood stars where poor exposure turned out to reflect favorably in their bottom line. They became famous and much more in demand as the consequence of these being painted as a "bad man".
Working preemptively by establishing great press
As a general rule but for the huge majority of business entities poor publicity is a poor thing. Nobody would like to do business or function for a terrible business and nobody needs one in their area. Assessing what makes it outside in print about a firm may be hard, maybe impossible.
This is the reason in regards to printing media; most businesses hire a public relations agency to operate preemptively. That's they'll put their own "good media" by means of the web or local newspapers.