PUBLIC RELATIONS

  

Abstract

Maintenance of public image is of vital importance in the management of organizations and businesses. Prediction of consequence, Analysis of trends and implementation of planned programs are solely meant to mutually serve the interest of organizations/businesses and the general public. The aim of this paper is to focus on why its importance for companies to keep attracting and retaining new customers, it will also describe various ways and methods that companies can use to attract and retain customers. Lastly it will detail the importance of honesty in consumer relations.

 

Public relations

 The basic objective for any company is to make profit. Attracting new customers and retention of existing customers is important to businesses. This is explained by the fact that the more customers a company has, the more audience it will have to promote and market its product and service which automatically translates to more sales and hence the profit margins of the company goes up (Hawkins, Del & Kenneth A Coney, 2004).

There are various methods that a company can use to attract and retain customers. The first consideration is the price; companies should always strive to offer relatively lower prices for its products and services than those charged by their competitors.  secondly, provision of quality products and services with a guarantee that enables customers to have confidence in a company thus being willing to pay relatively more than what the competitors are charging due to the perceived durability and guarantee of a product (Ries, Laura & Al Ries, 2002).

Thirdly, provision of after sale services like free transportation of purchased products to customers preferred destination, free maintenance of purchased product, giving good customer care and feedback on customer queries and complaints through outsourcing to effective call centers or by professional customer care managers. Lastly companies get to attract and retain customers through product and services innovation to keep up with changing times and fashion trends coupled by convenience by establishment of retail outlets and branches to reach and cater for increased customers (Kush, 2004).

Good consumer relations are attained by embracing the value of honesty that is necessary to inspire customer confidence and influence company’s behavior towards improved products and service (Cone, 2008).

References

Cone, S. (2008). Power lines; Words that sell brands, Gripfans & Sometimes change history. New York: Bloomberg press.

Hawkins, Del & Kenneth A Coney. (2004). Consumer behavior; Building marketing strategy. New York: McGraw-Hill Irwin.

Kush, C. (2004). The one hour activist. San Francisco: Jossey-Bass.

Ries, Laura & Al Ries. (2002). The fall of advertising and the rise of PR. New York: Harper Business.