[填空题]
Public Relations
Public relations is a broad set of planned communications about the company, including publicity releases, designed to promote goodwill and a favorable image.
(46) Since public relations involves communications with stockholders, financial analysts, government officials, and other noncustomer groups, it is usually placed outside themarketing department, perhaps as a staff department or outside consulting firm reporting to tip management. This organizational placement can be a limitation because the public relations department or consultant will likely not be in tune with marketing efforts.
(47) Although the basic purpose of public relations is to provide positive influence on the public image, this influence generally may be less than that provided by the other components of the public image mix.
(48) Publicity on the other hand should not be divorced from the marketing department, as