The main goal for someone in public relations is to present the company they work for in a positive manner. The PR division can greatly influence the company’s ability to sell, or help get the company through a sticky situation.
Journalists are supposed to search for the truth and inform the public of their findings in the most honest way possible. When working as a PR representative, your main focus is to present the company to its publics as positively as the rep can.
Filak says public relations should be deliberate, prepared, well-performed, mutually beneficial and responsive.
One of the most important things for a PR rep is to be transparent with the public. As Filak said, “The more you hide, the worse it is.” While you want to be honest with the public, if you have bad news, try to list the steps that the company will take to fix the issue.