Others agreed. Harwood Childs introduced an even more advanced concept, when he concluded that the fundamental nature of public relations "is not the presentation of a point of view, not the art of tempering mental attitudes, nor the development or cordial and profitable relations" (3). Instead, Childs concluded that the basic function of public relations is "to reconcile or adjust in the public interest those aspects of our personal and corporate behavior which have a social significance" (13). This is the concept that is being taught to up and coming students of public relations in universities today and the definition most in step of practices of corporate public relations firms.
Confusion with Marketing.
Marketing is the function that many management seniors confuse with public relations. Often, newspaper help-wanted ads listed as seeking public relations professionals end up being a sales position, a receptionist who will need to "deal with the public" or even telemarketing. The confusion may be greater magnified when in smaller organizations the marketing person is also the public relations professional. Still, there is a difference. In practice, marketing can include a coordinated program of research, product design, packaging, pricing, promotion (the four P's) and distribution. The goal is to attract customers to meet economic goals the organization has. In short, marketing focuses on exchange relationships with customers that lead to give and take relationships, meeting customer demands and attaining economic objectives. Effective public relations cover a much broader spectrum of relationships and goals with many publics, company employees, investors, community leaders, special-interest groups, local government and many others. There is a need to build and maintain these relationships over a period of time and to nurture these liaisons to promote goodwill and encourage support of an organization where no exchange of goods and services may take place.