Using porter’s “five forces driving industry competition’’ describe who a firm should deal with or what direction it should take? A public relations practitioner of a company is supposed to identify the strategy with whom the company should have relationships. Using Porter’s “five forces driving competition” in industry analysis (Porter 79), we can come up with the following issues, such as threat from potential entrants, threat from existing competitors, threat from substitute products, buyers purchasing power and suppliers purchasing power. Threat of potential entrants creates barriers to entry (Crunig 287). It includes factors like economies of scale, differentiating products, capital, cost disadvantages and switching costs. These factors limit the entrance of new companies into the market. Consumers purchasing power is determined by the performance of the business, price (consumers are price sensitive) and alternative products. Consumers also have information on demand, supplier costs and market prices which enhance the bargaining power of a consumer (Lenz 336). Another factor which acts as a significant force in the competition is the bargaining power of the suppliers. Suppliers dealing with different buyers’ have more influence on the terms, quality and prices of the products. Chemco manufactures the evergreen laminated floor system with a 30 years warrant. How does public relations practitioner enhance marketing of the product? Public relations department is an important factor for companies and corporations. Chemco, a firm which manufactures laminated floor system, needs to work on its relationship with public in order to market its products. Considering the fact that its products have a warrant of 30 years, effective public relations will play an important role in marketing of its goods. Public relations department has a managerial function and should ensure that it informs its clients of the products in a smart and effective way. The department should be clear and precise regarding the products. In case a client needs extra information, then the practitioner should explain everything in a polite way (Crunig 10). The public relation managers should be patient and attentive to the clients. The personnel at public relations department should be confident to ensure that clients are confident of the skills of the organization and its ability to accomplish what it says. The public relations practitioner should also welcome opinions raised by clients to create a sense of belonging (Crunig 10). The personnel should be able to communicate Chemo’s commitment to maintain a long-term relationship with its clients. A public promotion made by Sunrise, Royal Garden and Lakeview real estate developers contradicts the warranty period for flooring system. How does public relations department address the problem? Chemo should ensure that its public relations make important clarifications to its clients. Evergreen flooring system gives its clients a warrant of 30 years, while the developers mention 25 years. The department of public relations should assure the clients that Evergreen flooring system is committed to 30 years warrant (Crunig 25). The practitioner should al