ABSTRACT
Consumer relations embodies two areas of concern: supporting marketing communication efforts to build consumer demand for products and services and maintaining mutually beneficial and lasting relationships between the organization and consumer. Marketing has traditionally relied on paid advertising to reach the consumer market to build a customer base for products or services. Public relations expertise in media relations and special event planning is a valued part of the marketing mix for product launches and lengthy campaigns. The basic informational tactics of brochures, newsletters, direct mailers, and website material, such as backgrounders and technical specifications, are also the shared responsibility of the marketing and public relations staff. Public relations seeks to build relationships with many stakeholders to ensure the long-term viability of the organization. While the customer is a primary stakeholder for any organization, shareholders, employees, government officials, and others concerned with policies and actions of an organization are important to public relations.
