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The Public Relations Handbook, 5th Edition by Alison Theaker

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Chapter 16Consumer public relations

Michael Frohlich

Chapter Aim

With the ever-changing communications landscape, the emergence of new technologies, new media and new influencers presents significant implications for all marketing disciplines. The purpose of this chapter is to investigate the evolution of consumer PR, how it is more impactful and important than ever before, the interplay between consumer marketing activities, such as advertising, and the importance of brand within the twenty-first century.

What is Consumer PR?

Classically, the definition of consumer PR was to drive change in behaviour via persuasion and third party endorsement, but in today’s modern communications landscape, this definition is far too narrow.

Today, what we ...

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