ABSTRACT

Two elements constitute every organisation’s dealings with external parties; these are: customer relations and public relations. The first element, that is, “customer relations,” concerns an organisation’s dealings with those external parties who make up its clientele and typically falls under the auspices of marketing departments. “Public relations,” on the other hand, pertains to an organisation’s dealings with external stakeholders other than its customers and is normally a corporate-level function. These two important elements of an organisation’s dealings with external parties are the focus of this chapter.