Customer Relations

Customer relations extend beyond the normal press relations activities of informing customers through the mass and specialized media about new products, changes and improvements, new uses, price changes, and other product news, sometimes called ‘product publicity’. In this chapter we explore customer relations that hinge on company behaviour and the image produced in the mind of the consumer; on customer instruction and education resulting in greater satisfaction; and on company response to customer-inspired communication. Special and specially created media may be used, and communication links will be established that are more precise and disciplined than the distribution of news in the hope that it may be used.