Ch04 Public Opinion（课件）- 《公共关系实务》同步教学（清华大学版）

The Practice of Public Relations Fourteenth Edition Chapter 4 Public Opinion . If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 Learning Objectives 4.1 To discuss the phenomenon of public opinion, contemporary examples of it, the areas that impact it, and how it is formed. 4.2 To explore the issue of attitudes, how they are influenced, motivated, and changed. 4.3 To discuss the area of persuasion, its various theories, and how individuals are persuaded. 4.4 To examine reputation, particularly corporate image, and how companies might enhance their reputation. . . Chapter 4 discusses public opinion, attitudes, persuasion, and reputation. 2 Opening Example: #MeToo Twitter Movement Public opinion takes many years to build and minutes to destroy The #MeToo Twitter movement grew out of the Harvey Weinstein sexual harassment allegations at the end of 2017 . The #MeToo movement metastasized to envelop powerful men from inside and outside Hollywood. 3 Suffering Loss of Public Opinion is Not Trivial Loss of public opinion can result in loss of prestige, business, and reputation Public relations firms bill themselves as experts in reputation management . Public relations agencies protect clients from damage in the court of public opinion. 4 Reputational Carcasses Financial leaders were pilloried by media and Congress for subprime mortgage lending fiasco FIFA officials were charged with racketeering by the U.S. Department of Justice Dr. Lawrence Nassar, team doctor of the Olympic-winning U.S. Women’s Gymnastics team, was sentenced to multiple life prison sentences for years of sexual abuse . . In 2008, the nation witnessed a parade of several of its richest financial leaders get called to task for squandering shareholder trust and resources. In 2015, FIFA was rocked with scandal as 14 peopl