The main goal of a public relations department is to manage a company's image. Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or an individual to the world in the best light. The role of a public relations department can be seen as a reputation protector. Public relations provide a service for the company by helping the public and the media better understand how the company works Within a company, public relations can also be performed by public in formation or customer relations staff. These departments assist customers if they have any problems with the company. PR also helps the company to achieve its full potential. They provide feedback for the company from the public. This usually takes the form of research regarding what areas the public is most happy or unhappy with The public often think of PR as an attractie Job. People working in public relations seem to have been associated with the image of constant partying and networking to find new consumers, The reality is usually long hours and hard work for anyone involved in public relations. There are certain ski\s necessary to work in the world of PR. These include a very high level of communication skills, both written and verbal, The PR person must also be very skilful at multitasking and time management, He or she may also have some form of media background or training in order to understand how the media and advertising work. Organizational and planning skills are also important in public relations.