Public relation is a broad set of planned communications about the company, including publicity releases, designed to promote goodwill and a favorable image.
　　Publicity then is part of public relations when it is 　1　by the firm, usually in the form of press 　2　or press conferences. Since public relations involve  　3　with stockholders, financial analysts, government officials, and other 　4　groups, it is usually placed outside the marketing department, perhaps as a staff department or outside consulting firm 　5　to  management. This organizational placement can be a  6because the public relations department or consultant will likely be 　7　marketing efforts. Poor communication and no 　8　may be the consequences. Although the basic  　9　of public relations is to provide positive influence on the public image, this influence may be generally less than that provided by the other 　10　of the public image mix.
　　Publicity may be in the form of news releases that have favorable 　11　for the company initiated by the public relations department. Publicity on the other hand should not be  　12　from the marketing department, as it can provide a useful adjust to the regular advertising.　13　, not all publicity is initiated by the firm; some can result from an unfavorable press as a(n) 　14　to certain actions or lack of actions that are 　15　or even downright ill-advised.
　　The point we wish to emphasize is that a firm is 　16　itself if it thinks its public relations function, whether within the company or an outside firm, can take care of public image problems and opportunities. Many factors  　17　on the public image. Many of these have to do with the way the firm does business, such as its product quality, the servicing and handling of 　18　, and the tenor of advertising. Public relations and directed publicity may help  　19　favorable newsworthy events, and may even succeed in toning 　20　the worst of unfavorable publicity, but the other components of the public image mix create more lasting impressions.______

A.talking 

B.directing

C.dictating 

D.reporting