How should this department take responsibility for promoting a positive image?this is in relation to public relations
The primary function of a public relations office is to promote the positive image of an organization. It accomplishes this in several ways. The first is being able to convey the message or intent of an organization in a clear and concise manner. A good public relations department is able to communicate in a lucid manner to the public in a direct way that does not injure or cause harm to the organization. It is a fine line between knowing what to say and what not to say. The manner of this communication can be direct communication, electronic or print methods. This means that the public relations department must be proactive in their messages and not reactive. They must be able to "get in front" of a potential problem so that it is resolved as quickly as possible and not "grow legs." The last critical element of any public relations firm is the ability to "read the pulse" of an audience and understand how they will respond to a given message. This is important because the very essence of public relations is the ability to successfully communicate the message of a given organization. If they are not able to perceive in an accurate manner the mood and temperament of the public, they will not be able to effectively communicate with them.