Public Relations is something that does not come to mind when one thinks of accountants and the accounting governing bodies. When people think of PR they believe it is something for the general public, not a particular target market; however, it can be for both.
When the designation merger talks started up recently, it was because of a need for the entire accounting profession to clarify itself and become more marketable. The people behind the merger push listened to the complaints and criticisms of the current systems, from that discovered a need, and started talking and interacting with those who were for the merger, against the merger and unaware of the merger. They got out there and made themselves known to their market.