The Synergy of Public Relations and Voice of the Customer

Alex Greenwood
3 min readMay 31, 2023

The global business landscape is more competitive than ever, with customers having an immense influence over brand perceptions and reputations. In this age of consumer empowerment, “Voice of the Customer” (VoC) programs have gained significant importance. The role of Public Relations (PR) has similarly evolved to leverage this treasure trove of customer insights, creating a robust synergy between VoC and PR. Let’s delve deeper into this evolving synergy.

Photo by Andrea Piacquadio:

Customer-Centricity: The New Norm

In an era characterized by unprecedented connectivity and social influence, organizations are increasingly recognizing the need to place customers at the core of their business operations. This shift towards customer-centricity is largely driven by the realization that customer insights — their needs, expectations, feedback, and complaints — can be instrumental in shaping business strategies. The VoC is the embodiment of these insights.

VoC encapsulates customer feedback and experiences about a brand, its products, or services. It provides a deep understanding of customer perspectives and can serve as a powerful tool in guiding a multitude of business decisions, including those related to PR.

VoC as the Compass for PR Strategies

PR, at its core, is about building and maintaining relationships with key stakeholders and managing the reputation of an organization. It is a strategic communication process that bridges the gap between an organization and its publics. Traditionally, PR strategies have been driven by a top-down approach, where the organization controls the messaging and disseminates it to the public. However, with the rising influence of VoC, this dynamic is shifting towards a more interactive, bottom-up approach.

Listen: Harnessing VoC for PR

The first step towards integrating VoC in PR strategies is listening. This involves actively monitoring and tracking customer conversations, feedback, and complaints across various channels, including social media platforms, online forums, review websites, and more.

In fact, a study conducted by Accenture reveals that 64% of consumers desire prompter…



Alex Greenwood

PR Consultant, Speaker, Podcast Producer/Host, Editor, and Award-Winning Writer of the John Pilate Mystery Series. Accomplished belly laugher.