Communicating with interested parties is handled through public relations, which is all about shaping the organisation’s image and managing relationships with stakeholders such as customers, employees, investors, suppliers, regulators and the media. PR focuses on how the company is perceived and how it communicates its message, rather than directly selling a product. The marketing mix is a broader plan for bringing a product to market (the four Ps: product, price, place, promotion) and isn’t solely about stakeholder communication. Sales promotions are short-term incentives to boost sales, not a general communications approach. Point of sale refers to where a sale happens or the displays used at the selling point, not to ongoing communications with external parties. So the term that best describes an organisation’s attempt to communicate with interested parties is public relations.