With this educational book, find out about the way in which public relations relates to consumer behavior. In its broadest sense, consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. Whereas, public relations are the practice of managing the spread of information between an individual or an organization and the public. The book‟s aim is to help an organisation learn how to build positive relations between itself and its consumers by understanding consumer behavior and perception, and using a variety of communication channels. Valuable case studies highlight these aspects in order to provide further clarification of these concepts.