Communication agencies should work towards the goal of corporations reaching their business targets. Looking from this perspective, a communication programme should not only focus on consumers, but with its positive perception, should also appeal to all of the segments that will make the corporations reach their business targets. Undoubtedly for the corporations that are in the B2C (business to consumer) market, the consumer will be seen as the most important section, however in certain times, public relations, investor relations, relationship with the local population where the manufacturing is taking place, and even relationship with the environmental organisations could absolutely be critical.
When the communication programme of a corporation is integrated with the segment, it will create a magical synergy.