After reading this chapter, students should be able to:
Understand the role of public relations in the marketing mix. Knowledge of the differences between public relations, advertising and marketing in integrated communication. |
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Describe the use of public relations in company or organizational marketing. Knowledge of how consumer relations practitioners use research about consumers and products to plan efforts throughout the product life cycle and the distribution process. |
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Explain the use of CEOs as a company spokesperson. Knowledge of the reasons when and when not to use the CEO of a company as its spokesperson |
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Understand the nature of guerilla tactics in the consumer relations tactics. Knowledge of what guerilla tactics are and the reasons companies use them in consumer relations. |
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Describe the integration of communication strategies in consumer relations. Knowledge of the factors such as acquisitions, downsizing, mergers of public relations and advertising agencies and the need for government influence that have forced practitioners to implement integrated communication strategies when planning consumer relations objectives. |
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Identify the challenges facing practitioners dealing with consumer relations. Knowledge of how issues such as company values, trust and customer service factor into consumer relations as the link between the consumer and the manufacturer. |
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Explain the types of factors that might change the nature of consumer relations for an organization. Knowledge of the changes in consumption patterns, economic and social shifts, and loss of brand resonance with consumers that influence consumer relations efforts. |
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Describe the differences between consumer affairs and public relations. Knowledge of how consumer relations in any organizational department requires the use of effective public relations efforts when dealing with issues such as customer education, customer satisfaction, and customer complaints. |