Loyalty programs represent a fundamental component of modern business strategy that enables organizations to establish and maintain deep and productive relationships with their customers. These programs not only provide practical benefits and rewards to members, but also have a strong impact on shaping and strengthening brand perception and building positive relations with the public. In the context of public relations, loyalty programs act as a bridge between the organization and its internal and external stakeholders. Through systematic and strategic approaches to rewards, organizations demonstrate their commitment to caring for their customers and creating rewarding experiences. This results in increased customer satisfaction, greater engagement and a deeper sense of belonging to the brand. Such programs' customers often share their experiences and stories with others, promoting the organization through verbal communication and social media. This results in positive publicity, increasing the visibility and appeal of the brand to the general public. This thesis aims to find out how loyalty programs influence consumer behavior, i.e., whether they spend more, make purchases more often and buy larger quantities of products, and what motivates consumers the most to join loyalty programs. Historical, descriptive and compilation methods were used for the preparation of this thesis. Loyalty programs play a role in shaping positive relations with the public of organizations. Through personalization, communication and rewards, loyalty programs create deeper emotional bonds with members, encourage interaction and positively shape the organization's image in the public's eyes.