Chapter 4

Key Terms

Consumer relations
Integrated communication
Publicity
Promotion
Brand loyalty
Business-to-Business (B2B) communication

Discussion Questions

A. “Consumers…are likely the most voluntary of all stakeholders. …

Conversely, sometimes they comprise the most loyal group of stakeholders…”
Assuming these statements from your text are true, how must public-relations
practitioners communicate with members of this key public? What should characterize
the communication?
B. How does business-to-business (B2B) communication differ from traditional
consumer relations practice? How is it similar?
C. What is a consumer, and what is consumer relations? Is consumer relations only a
concern of for-profit organizations?

Activity

1. Ask each student to bring a consumer advertisement to class. Divide into groups of
two or three, and ask students to analyze the information presented in the advertisement.
Ask questions such as: What information is presented in the ad? Is there evidence that
the business is seeking to establish a two-way flow of communication? How is the
business seeking to promote a loyal relationship with the consumer?
2. Invite a representative from your college or university’s athletics department to class to
speak on the topic “Promoting Loyalty Among (Mascot) Fans.” Ask each student to
prepare a question about promotion and publicity based on the information presented in
Chapter 4.