ABSTRACT
P ublic relations in the field of consumer relations is often regarded as marketingcommunications. Marketing, as we have seen, is the identification of the needsof consumers, and how to satisfy those needs profitably. Organisations who class consumers as one of their main publics or stakeholder groups are likely to be relating to them as buyers of their products. Within the field of consumer PR, several further specialisms exist. Each has to deal with the particular media within its area, and the specifics of the market. Fashion PR has to gear itself to the timetable of the seasons and the catwalk shows in the main cities of Milan, London and New York and lead times on influential magazines, whilst also looking ahead to the next best thing. Those who deal with clients who produce fast-moving consumer goods (fmcg) have to have different approaches to those who deal with clients who produce white goods (fridges, household appliances) and cars, where the buyer is making a decision which will involve a substantial sum of money.
