Cryptic crossword clue
It is pressmen turning into PR agents 12

The most common and most likely answer to this crossword clue is the 12 letter word SPINMEISTERS

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Buddy explains!

The straight part
We know that "PR agents" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case pr agents = spinmeisters.
The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.
This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.

What does SPINMEISTERS mean?

SPINMEISTERS noun
  1. (US politics) A media liaison or spokesperson, charged with presenting the spin for their political side.

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