ABSTRACT
In the previous chapter public relations was defined quite simply as creating understanding through knowledge, and while this concerns the total communications of the whole organisation with all its publics, it stops at understanding. Beyond this point other more persuasive forms of communication proceed into the realms of marketing, salesmanship, advertising and sales promotion. In other non-commercial organisations such as government, political parties, trade unions and religious denominations, persuasive communications become progaganda.
