This is a sub function of commercial communication that focuses on the relationship between a company and its community. The community surrounding a company is made up in part by the organization employees, their families, and the local and regional government. Given the difficulty and importance of this population, community relations are vital in managing an organization's image.
This is a publicity planning in which an organization presents its product as significantly better than a competitor's product. An example of this planning would be Listerine comparing its plaque elimination powers to that of Scope.