Public relations and marketing can work together to build customer trust and loyalty while selling the product or service. The kinds of organizations that gain the most from their marketing and consumer relations activities are those that constantly listen to their customers and act upon what they hear.

A multitude of communication tools is available for marketing and consumer relations activities, to be used singularly, in a multitiered effort, or to synthesize into new cross-discipline vehicles.

An organization fulfills its promise to serve its key publics through trust. Consumer affairs improves an organization's relationship and communication with consumers by investigating and resolving consumer issues and concerns.