The Public Relations Officer is responsible for the image of a business, organization, association, etc. to domestic or international public opinion or to customers and the specific public to which it is addressed. More specifically, the Public Relations Manager takes care of creating a favorable image and generally promoting the business, the organization, etc. which it represents to the general or specific audience to which it is addressed. As the image of a company is shaped by all its activities, the Public Relations Manager must be fully aware of the whole range of its actions and the public's opinion about them.

In the context of his activities, the Public Relations Manager investigates (through polls-polls) the public opinion about his client and depending on the data he gathers, proposes the policy to follow to improve his image, visibility, etc. After receiving the client's agreement, it proceeds to the preparation and presentation of a specific communication policy plan, justifies the decisions it takes and the strategies it proposes, monitors its execution and evaluates its results.