What is essential to support a public image according to the principles of PR?

Supporting a public image in public relations fundamentally relies on actions that align with perceptions. This means that the behaviors and practices of an organization must reflect the image it wishes to project to its audience. When actions match the public's expectations and perceptions, it fosters trust and credibility, which are essential components in maintaining a positive public image.

For example, if a company positions itself as environmentally friendly, its actions should demonstrate commitment to sustainability. This alignment reassures stakeholders and the public that the organization is not merely engaging in superficial marketing tactics but is genuinely committed to the values it promotes. In contrast, if the words do not match the actions, it can lead to skepticism, erosion of trust, and potential damage to the organization's reputation.

In essence, public relations is about creating and nurturing relationships based on honesty, integrity, and transparency, all of which stem from the consistent alignment of actions with projected perceptions.