The fundamental objective of this department is to build and maintain goodwill with the cross sections of public. The tools used in communicating with the public are corporate advertising and publicity. The main job of this department is to build stronger relations with clients and the various sections of the public – customers, employees, middlemen, and shareholders.

There are, however, a number if weakness or shortcoming in the approach. It applies only the managerial aspects of a given position and is not to such technical qualifications as marketing or engineering abilities that might also important. These, however, can be weighted on the basis of goals selected and achieved. There is also the apparent complexity of 73 check points: rating on all of them does take time, bet the time is well spend.