They matter more to the organisation although no PR and management can ignore any public, and effective communication with all of them is essential
for the existence of the organisation itself.
In general, the financial public, who are of immediate concern to the organisation, comprise the following:
(i) the registered shareholders;
(ii) the investing community including potential shareholders with available funds for spending or
(iii) the direct financial community comprising banks and financial institutions, stockbrokers, and a variety of key players in the global money market, individual or institutional;
(iv) the financial and economic press in particular should include a large number of newspapers, trade journals, other publications and the electronic media in general, who evince interest in
economics and finance; and
(v) the audience in the market scenario comprising the business community, politicians, customers, employees, and on specific occasions, the general public.