Consumer relations and marketing are playing a more prominent role in public relations practice. No longer can retailers, manufacturers, and service providers simply respond to complaints from their customers. Sophisticated public relations techniques must be applied to understand the needs of consumers and solicit their comments. In addition, organizations must be prepared to respond to consumer action and other special interest groups who take notice of their products or services. Because of increased awareness and government interest, the consumer relations functions of many organizations has grown to command a substantial managerial role. More important, good consumer relations have demonstrated their value to the bottom-line productivity of many businesses. These changes have opened new opportunities for public relations practitioners in consumer-oriented organizations.

"Public relations can help the organization take smart risks and avoid the bad ones."
     —Judith Rich