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...RELATIONS IN ACTION (Marketing) of PUBLIC RELATIONS IN ACTION The role of public relations in a traditional marketing plan or campaign is to enhance an organization's standing in the eyes of the general public. In this regard, public relations is part of top management's function which undertakes to evaluate, measure, and influence the public's attitudes, sentiments, opinion, and perception of the organization. In a strictly marketing point of view, public relations seeks to influence a firm's buyers or customers in a positive way such that it will be able to guide their buying patterns and behaviors. If successful, this public relations can be translated into healthier bottom lines... for...