CMN 305 Lecture Notes - Lecture 2: Earned Media, Fide, Samantha Bee
24 Sep 2016
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Document Summary
A loss of public opinion is not trivial. Tarnished reputations can translate into a loss of prestige and business. Public opinion is a combustible and changing commodity. It"s hard to move people toward a strong opinion on anything. The unknown god to which moderns burn incense. A term describing an ill-defined, mercurial, and changeable group of individual judgements . Public opinion is not the name of something but the classification of a number of things. Public relations is more of an art than a science. In other words, there is no right way of doing it. Can"t learn it from a textbook, requires hands on experience. Opinions to be changed or modified must be identified and understood. Sharp focus on the laws that concern public opinion. Emerging news critics are becoming credible news sources. Creates recognition, credibility and trust among key constituents. Stays sensitive to its conduct in public with customers and in private with employees.
