Whose Opinion is the Company concerned about?
Whose Opinion is the Company Concerned About?
When we were discussing the preparation of an advertising campaign, we examined the need to identify the decision-makers to whom we wished to appeal. Similarly, with Public Relations, it is necessary to identify those whose opinions really matter to us, because not everybody's opinion will have the same value for our particular purposes. In our efforts to create a good im-pression of the company, are we concerned, especially, about the views of the company's customers, its shareholders, and its employees, or are we seeking the goodwill of a wider public? Firms whose trading interests are world-wide are sensitive to international opinion and cannot afford to limit their image-building to a narrow sector of a purely domestic market.
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- A Proposed Programme of Work
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- E. The Use of Consumer Panels