The Division's main role is to formulate a media strategy that is appropriate for the organization and to help implement it.  In many instances, Division customers are large, well-known and complex institutions with an internal spokesperson, and they utilize public relations services in order to enhance and leverage their media ties and public image.  In such cases, we consider ourselves to be integral partners, part of a team aiming to maximize the organization's media potential.  In cases of organizations and NPO's, we often act both as organization spokespeople and as the public relations arm, solely responsible for designing the strategy and setting it into action.