1. Should a company be concerned with public opinion? Give an example of when they should or should not.
2. What impact can PR (public relations) have on society? What is an example of this impact?
Public opinion is closely related to public relations. Whereas public relations is the management of all communications between the firm and the general public, Public opinion is related to the management of product or brand related communications between the firm and the general public. It is primarily an informative activity (as opposed to a persuasive one), but its ultimate goal of good public opinion is to promote the companies products, services, or brands. A Public opinion plan is a planned program aimed at obtaining favorable press coverage for a companies products.
The most basic tool of the company that wants a favorable public opinion is the press release, but other techniques include telephone press conferences, in-studio media tours, multi-component video news releases (VNR's), newswire stories, and internet releases. For these releases to be used by the media, they must be of interest to the public ( or at least to the market segment that the media outlet is targeted to). The releases are often customized to match the media vehicle that they are being sent to. Getting noticed by the press is all about saying the right thing at the right time. A publicist is continuously asking what about you or your company will pique the reader's curiosity and make a good story? The most successful Public opinion releases are related to topics of current interest. These are referred to as news pegs. An example is if three people die of water poisoning, an alert publicist would release stories about the technology embodied in a water purification product.
But most companies cannot wait around for the public opinion to present opportunities. They must also try to create their own favorable public opinion. Examples of this include:
· Art exhibitions
· Event sponsorship
· Arrange a speech or talk
· Make an analysis or prediction
· Conduct a poll or survey
· Issue a report
· Take a stand on a controversial subject
· Arrange for a testimonial
· Announce an appointment
· Celebrate an anniversary
· Invent then present an award
· Stage a debate
· Organize a tour of your business or projects
· Issue a commendation
The advantages of good public opinion are low cost, and credibility (particularly if the public opinion is aired in between news stories like on evening TV news casts). ...
Here is just a sample of what you'll find in this solution:
"Getting noticed by the press is all about saying the right thing at the right time. A publicist is continuously asking what about you or your company will pique the reader's curiosity and make a good story? The most successful Public opinion releases are..."