Which of the following is NOT one of the four key components of the public relations process?

In the context of public relations, the process typically consists of four key components: Research, Action, Communication, and Evaluation. These elements collectively form the foundational model often referred to as the RACE model.

Research involves gathering information to understand the audience, the context, and the current situation surrounding an issue or organization. Action pertains to the strategic planning and the actions taken based on the research findings. Communication is essential for delivering messages to the targeted audiences effectively, ensuring that the information reaches and resonates with them. Finally, Evaluation is crucial for assessing the effectiveness of the public relations efforts and understanding the impact of the communication strategies implemented.

Advertising, while often closely related to public relations, serves as a distinct function primarily focused on paid media placements to promote products or services. Unlike the four components of the public relations process, which emphasizes relationship-building and strategic planning through communication, advertising is usually more transactional and focuses specifically on delivering a promotional message. Thus, it does not fit within the core components of the public relations process.