Most PR professionals work in one of three broad segments: in-house, consultancy, or agency. Those working in-house are employed directly by a corporation or organization and typically provide strategic and practical communications support.
Consultants are self-employed, engaged by corporations or organizations on short- or long-term contracts. PR agencies are larger than a one-person consultancy and are paid by corporations and organizations to conduct public relations on their behalf, sometimes on retainer and sometimes for specific initiatives.
PR activities include communications planning, issues management, media relations, investor relations, corporate branding, community relations, writing, producing business materials, special events planning, crisis communications, video production, social media management, research and evaluation. Some PR professionals specialize in one or a few activities while others are generalists.