ABSTRACT
Consumer relations embodies two areas of concern: (1) supporting marketing communication efforts to build consumer demand for products and services, and (2) maintaining mutually benefi cial and lasting relationships between the organization and consumer. Inherent in the concept of consumer relations is safeguarding against questionable promotional efforts and looking out for the long-term interests of the consumer. Essentially, public relations should always take a longer view of the organization’s activities to ensure consumers are not taken advantage of by shortsighted, deceptive practices or misguided policies that offend customers and noncustomers alike.
