Which of the following is NOT one of the four components of the public relations process?

The four components of the public relations process are research, action, communication, and evaluation. These components work together to develop and implement effective public relations strategies.

Research involves gathering information to understand the public, the organization, and the environment in which they operate. Action refers to the planning and implementation of programs and strategies based on that research. Communication is the process of delivering messages and engaging with the target audience. Finally, evaluation assesses the effectiveness of the actions taken and the communications delivered.

Sales, while an important aspect of many businesses, does not fall under the core functions of public relations. Public relations primarily focuses on building relationships, managing public perception, and effectively communicating rather than directly driving sales. Therefore, identifying sales as a component of the public relations process is incorrect, making it the right choice for the question posed.