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work in help of social issues and causes—and their importance to clients is evidenced by knowledge indicating that when deciding between two brands of equal quality and value, 90% of U.S. buyers are probably to decide on the trigger-branded product . Figure 2 provides a Page 270deeper look at the worth of informing the general public about clients’ efforts at cause marketing and different types of corporate social accountability. Employee/member relations. This type of public relations responds particularly to the issues of a company’s employees or members and its retirees and their households. The aim is upkeep of excessive morale and motivation. Financial relations. Practiced primarily by corporate organizations, monetary PR is the enhancement of communication between investor-owned corporations and their shareholders, the monetary group , and the public. Much company strategy, such as growth into new markets and acquisition of other companies, is dependent upon good financial public relations. Government affairs. This sort of public affairs work focuses on government businesses. Lobbying—directly interacting to affect elected officers or government regulators and brokers—is often a central activity. The term lobbyist, nonetheless, has developed a bit of a negative connotation. As such, in 2013 the American League of Lobbyists modified its name to the Association of Government Relations Professionals, and its members, not lobbyists, turned authorities relations professionals . Industry relations. Companies must work together not only with their very own customers and stockholders but additionally with other companies of their line of enterprise, both rivals and suppliers. In addition, they must additionally stand as a single voice in coping with various state and federal regulators. For instance, teams as disparate because the Texas Restaurant Association, the American Petroleum Institute, and the National Association of Manufacturers all require public relations in dealing with their various publics. The objective is the maintenance and prosperity of the trade as a complete. Issues management. Often a corporation is as thinking about influencing public opinion about some bigger concern that can ultimately affect its operation as it is in the

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