The question focuses on finding out the opinions of public relations experts on the gaps that may exist between the public relations department and senior management.
It's not just about how much money you have or spend.
Shaping an organization's image means creating and fostering a brand image. This is certainly a communication process, including public relations, advertising, and every other way that the organization communicates with its stakeholders and the general public.
Of course, what we say about our brand must be true and all of the rest of the organization must ensure that we keep the promises we make in our brand messages.
Indeed, image of an organisation is a direct product of its communication processes. Stakeholders entirely rely on the organisation's various communication signals that ordinarily depict its image. For a more positive image, organisations must insistently project and communicate a consistent and integrated message. In seeking to build and nurture a positive image organisations 'walking the talk'.