The Four Publics

"Another misuse of public relations is to over-adjust to the needs of one public while ignoring the others. All companies have at least four constituent publics: shareholders, customers, employees and the community in which they do business. A business should receive input from all four and make careful adjustments when they are required. Too often, the needs of the last three are sacrificed to create a false impression for shareholders. However, customers and employees fare better than members of the community who are usually ignored until they file lawsuits or press city officials or legislators for action."
-http://www.lexisnexis.com/us/lnacademic/returnTo.do?returnToKey=20_T7392069217

I was reading on lexisnexis & discovered this article discussing the importance of Public Relations to incorporate ALL publics in as they plan & implement goals. When someone thinks of PR, they tend to think of people who simply talk to shareholders & convince them to buy shares within that company. However, it is much more than this. PR Agents must remember to include customers, employees & the company in their planning.
In my opinion, it might be easy to forget about the EMPLOYEES while practicing PR. Some agents might get so caught up in the people outside of the business that they forget about the people within the business. It is just as important to maintain good relationships with the employees of a certain company as well as the people whom you want business from.

Public Relations is a HUGE task that encorporates marketing, journalism & good communication skills all in one. As I continue my quest in discovering Public Relations I am finding it is not a job for everyone!