A press agent, or flack, is a professional publicist

Publicist

A publicist is a person whose job is to generate and manage publicity for a public figure, especially a celebrity, a business, or for a work such as a book, film or album...

 who acts on behalf of his or her client on all matters involving public relations

Public relations

Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....

. 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

Mass media

Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...

 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 may also be conversant with newer media forms such as blog

Blog

A blog is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in...

s and podcast

Podcast

A podcast is a series of digital media files that are released episodically and often downloaded through web syndication...

s.