题目内容：
请根据短文内容，回答题。 Public Relations
Public relations 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 initiated by the finn, usually in the__________(51) of press releases or press conferences. Since public relations involves communications with stockholders, financial analysts, government officials, and other noncustomer groups, it is usually__________ (52) outside the marketing department, perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a__________ (53) because the public relations department or consultant will likely not be in tune with marketing efforts. Poor communication and no coordination may be the __________(54). Although the basic purpose of public relations is to provide positive influence __________(55) the public image, this influence generally may be less than __________(56) provided by the other components of the public image mix.
Publicity may be in the form of news releases that have __________(57) overtones for the company initiated by the public relations department. Publicity on the other__________(58) should not be divorced from the department marketing as it can__________ (59) a useful adjunct to the regular advertising. __________(60), not all publicity is initiated by the firm; some can__________ (61) from an unfavorable press as a reaction to certain actions or lack of__________ (62) that are controversial or even downright ill-advised.
The __________(63) we wish to emphasize is that a firm is deluding itself if it thinks its public relations function, whether within the company or an outside firm, can take __________(64)of public image problems and opportunities. Many factors impact on the public image. Many of these have to do with the way the__________ (65) does business, such as its product quality, the servicing and handling of complaints, etc.
__________ A．matter
B．form
C．system
D．direction
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