6.11 The rationale behind outputs such as "managing the perceptions of crime among the population", and "percentages of stories that convey a favourable DCS image" require clarification. The only way in which public perception of the DCS will be enhanced, is through better management and improved service delivery. Embarking on elaborate marketing campaigns, such as the ones implied by the outputs mentioned above, succeed only in raising further questions about the DCS leadership's priorities and understanding of the challenges with which the DCS is faced.