A favourite myth about public relations is that it is intangible and its results cannot be evaluated. If management has that idea about PR it is no wonder they are sceptical about it. Management wants results. Why spend money on something illusionary? This is where those useless expressions about favourable images and favourable climates of opinion are so vague and misleading. Some organisations can never expect to be regarded favourably, or at least not all of the time. Public relations has to deal with the realities of a world which is a mixture of good and bad, ups and downs, not only with the good and ups as if the opposite never occur.