A public relations person, also known as a PR practitioner, is responsible for managing the reputation of a company, brand or individual. However, there are many other synonyms that can be used to describe this profession, including communications specialist, media liaison, spokesperson, brand ambassador, press officer or publicity agent. Each of these terms highlights a particular aspect of the PR role, such as managing relationships with the media, representing the company publicly, or promoting the brand message to a wider audience. Ultimately, regardless of the terminology used, the goal of a public relations person is to build and maintain a positive image of their client.