Strike a balance
Your job is primarily to present the company's image (as positively as possible) to the public. To do this, you need to weight the companies needs with the needs of the public. This balance gets even more complicated when you take stakeholders into consideration. Stakeholders are the groups or people that are directly affected by what your company does. If you work for a laboratory that sterilizes medical equipment, you want the public to be aware of your company and have a good feeling about the company.
It would be nice to hold an open house with clowns and ponies inside of the building to create that good feeling for the public. Of course, the people that work in the lab will have a different opinion about the gala event. They won't like it at all. When you further consider the stakeholders in the company, including clients and stockholders, they will want to see something entirely different. They will have some interest in the public's opinion and some interests in the worker's opinions. Your job is to say right in the middle of these three groups and maintain an overall balance between them.
