... particular political party who are between 25 and 40 years of age or the shareholders in a particular corporation; or the publics may be as broad as any national population or the world at large. The concerns of public relations operate both ways between the subject entity, which may be thought of as the client, and the publics involved. The important elements of public relations are to acquaint the client with the public conceptions of the client and to affect these perceptions by focusing, curtailing, amplifying, or augmenting information about the client as it is conveyed to the publics. Public relations encompasses a variety of marketing activities that strengthen organizations credibility, enhance organizations image and develop goodwill. These are usually targeted directly at an audience, such as speeches, special events, newsletters, and annual reports. Public relations must anticipate problems and eliminate causes before problems arise; it is not there ...

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