3. Consumer publics
The female publics
The youth publics
The customer publics
The business manager publics
The farmer publics
4. Objectives of consumer
relation
To determine what consumer think and say
about the policies, acts , products or services of
the company
To see that all statements made to consumers
concerning prices, value services and quality are
truthful and unexaggerated.
5. To improve consumer service by more
satisfactory handling of complaints ; by analysis
of complaints to discover what cause them ; and
by correcting deficiencies in operation
, procedure or policy to prevents complaints.
To gain acceptance of the products and services
of the corporation by consuming publics.
To educate employees to give
prompt, accurate, courteous, personal, and
friendly service to consumers.
6. To disseminate the consuming publics
information about the products
, service, policies, and practices of a corporation
.
To answer consumers’ inquiries regarding the
company, its product and services , and their
uses.
To make a product or service more satisfactory
to consumer through products research and
understanding.
7. To label products in understandable terms so
consumer can know the quality of characteristics
of products ; to establish grades or standards of
products quality to aid consumer in their choice
and use of products.
To establish the lowest possible price consistent
with quality through the elimination of waste in
production and distribution , and to pass along
the consumers the savings from the greater
efficiency .
8. To cooperate with consumer groups to inform
and educate consumer in recognizing quality and
satisfying their needs .
To maintain and develop relation with home
economics teachers , home demonstration
agents and food stores
To prepare and distribute direction recipes, and
literature on the uses of products so that the
consumer will derive the maximum satisfaction
from the using products
9. PLANING A CONSUMER-RELATION
PROGRAM
The public relation staff and counsel must first get a
clear understanding of the attitude of the consuming
public toward the company and its products
,policies, operations, and problems and the nature of
any consumer prejudice.
Information concerning the attitude of consumer
toward a company and its product is essential in
establishing a consumer policy, determining
objectives and planning a consumer-relations
program.
10. In addition to opinion survey ,the views of
consumer are reflected in complaints received by
the company.
Survey also reveal what people know or do not
know about a company and their understanding
of corporate policies and acts.
After consumer opinion has been considered
and company policies and practices have been
evaluated, communications with consumers
should be planned.
11. MEDIA OF COMMUNICATION WITH
CONSUMERS
Oral Communication
Oral communication with the consumer public is the most effective
means of presenting facts and creating understanding of an
organization’s policies and practices.
Employee-consumer communication.
• The public relation department, cooperating with line and staff
department , should develop an employee training program whose
objective should be to establish a felling of participation in
developing good public relation.
13. Audiovisual communicationswith
consumer
Televisions and Radio broadcast are a basic
medium of consumer communications of many
large companies.
Motion pictures arte major audiovisuals
medium. They appeal to the eye as well as the
ears, combined information and entertainment,
speed up understanding, hold the attention,
make a lasting impression, and by the
combination of sound, action and color, capture
the interest of and inform consumers audiences.
Exhibits with lecturers and taped recordings are
also used to inform consumer.
14. Printed Communicationwith
consumer
Printed communication are used in conjunction with oral
communication media. The principal forms include
publicity ,program kits and study material for clubs,
library, reference materials, publications,
correspondence, and publication advertising.
Publicity. Consumer opinion is formed from information
transmitted by the press, Television, radio. Public relation
department prepare and distribute news releases,
special articles, photographs, clip sheets, and
background information to the mass media.
Program kits and study materials. Program kits and
study materials prepared by public relation departments
are distribute to club program committees.
15. Library Reference Materials. Libraries are used
in preparing speeches and programs, and by
students writings reports and papers. Public
relation department send libraries their annual
report, executives speeches, institutional
booklets, and periodical.
External Periodicals. Large corporations publish
external magazine, which, in addition to
entertaining, inform readers about the
company, its products, policies, and
accomplishments.
Correspondence. Correspondence is a major
medium of communication with consumers.
Large corporation public relation department
have established separate section responsible for
handling correspondence with consumer.
16. • Institutional Advertising. Institutional
Advertising is a public relation medium used by
increasing no. of corporation to inform
consumer about company
progress, operations, research, and contribution
to the public welfare.
• Direct Mail Advertising.
Booklets, folder, bulletins and pamphlets are
used to promote public understanding and
appreciation of a company and its activities.
Direct mail advertising, more selective than
general advertising is used to reach particular
special-interest groups.
