ABSTRACT
Public relations (PR) in the field of consumer relations are often referred to as marketing communications or marketing PR (MPR). Willis draws the universe of consumer PR consisting of three overlapping areas: media relations, events and sponsorship. Each of these elements help to create awareness, engagement, and third-party endorsement. Ouwersloot and Duncan suggest that the integrated marketing communications (IMC) perspective ensures that all communication activities relate to the same goals. The PR practitioner needs to consider the consumers' buying decisions. Marketing communications is not only concerned with obtaining customers, but with keeping them. Different techniques have to be used to attract the consumer's attention in order to stand out from the mass of information. Guerrilla PR uses stunts and humour to obtain media coverage. Buzz or 'word of mouse' can be created by viral marketing. This involves sending out a video clip and hoping it will be passed on.
