"Concrete steps must be taken to monitor the image of the company in the eyes of the public". Identify the element of promotion mix highlighted in the aforesaid statement.

Option 1 -> Advertising involves paid promotions to communicate product/service information but doesn't primarily focus on monitoring company image.

Option 2 -> Public Relations specifically deals with managing and monitoring the company's reputation and image in the eyes of various publics through strategic communication.

Option 3 -> Personal Selling is direct face-to-face interaction with customers to sell products, not focused on monitoring overall company image.

Option 4 -> Sales Promotion includes short-term incentives to boost sales, not concerned with monitoring company reputation.

Hence, Option 2: Public Relations -> Public Relations is the element of promotion mix that focuses on building, maintaining, and monitoring the company's image and reputation among its various stakeholders and the general public. The statement's emphasis on "monitoring the image of the company in the eyes of the public" directly aligns with the core function of PR activities. -> correct