Aspects and ways of affirming the reputation of the activity of social work in the public

The role of the social worker is immeasurable in modern society, and consists of a series of activities, such as: assessing or collecting data about the client, providing appropriate treatment, researching the causes of the client?s problems, teaching the client and likewise. Although social work as a profession is extremely important, one gets the impression that they are more than ever in the center of public interest, but not in a way that allows the affirmation of their profession. On the contrary, it is more pejoratively, when a tragedy occurs, and where their role is inevitable . However, earlier research that dealt with this topic came to a conclusion that social workers and Centers for Social Work are negatively exposed, although the majority of the social community is not sufficiently familiar with their role, which further distorts the image of their work. In this regard, it is necessary to perform an analysis of the activities of the Centers for Social Work, in order to positively influence the construction and strengthening of the image and reputation in the public, greater transparency, but also better communication with users. In this context, this paper will try to examine the current media image of the profession of social workers in the Republic of Serbia, whether there are prejudices about this profession, and to what extent it is important that the reporting of the media and journalists be complete, objective, accurate and timely.