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Organizations need to interact with their publics The interaction between organization- publics is a mediated process
Knowledge of who the public is Knowledge of what the public wants Knowledge of the right channels to reach the public
1)Help organizations to know their publics Market research CRM technologies
2) Help organizations to interact with the public Relationship networks Communication tools
3) Help organizations to reach out to the public Media New media
Organizations’ needs vs. Consumers’ rights How do companies gather information about us? How do they use this information? With whom they share this information? How are we targeted?
Transparency Security Liability
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Consumer reviews vs. Advertising Consumer trust becomes more volatile – more threats to organizational image
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Indicator 3.06 Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer.
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