ABSTRACT
Consumer PR forges meaningful connections with consumers to help stimulate the sale of goods or services. Willis (2009: 410) states that its role is ‘often more subtle and sophisticated than more direct forms of communication’. He goes on to describe consumer PR as a facilitator for attitudinal and behavioural change, which in turn can enhance the sales environment and help to drive purchase. Each critical intervention point within the consumer decision journey provides opportunities to interact with the consumer, build relationships and converse meaningfully with them. The power of PR to capitalise on opportunities these is arguably greater than ever.
