Public Opinion and Reputation Management

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Public Opinion and Reputation Management
Kevin Jackson
University of Phoenix
November 11, 2012
Sandra Payne

Public Opinion and Reputation Management
Every company, organization, or governmental entity must be able to communicate to its publics in a clear and consistent honest manner. This includes press releases to the public. According to Seitel (2011) (p. 47), communication has four goals, which are; to inform, to persuade, to motive, and to build understanding. Whatever, the ethical and legal nature of the problem a company, organization, or governmental agency is facing, what is communicated to the public can determine how public opinion is influence. Public opinion is defined as a representation of a consensus. This consensus derives from many individuals opinion, beginning with people’s attitudes toward the issue in question (Seitel, 2012). Depending on what the ethical and legal nature of the problem a company, such as Paula Deen Enterprise is facing can influence public opinion positive or negative. It is the public relations professional job to sway public opinion in a favorable light and properly manage the client’s reputation.
Paula Deen Enterprise Ethical Issue
Paula Deen’s ethical issues started after a lawsuit from a former employee surfaced in the media. The lawsuit alleged that the Paula Deen used racist language referring to Afro-American’s as “niggers,” and her brother engaged in sexual harassment at one of her restaurants Uncle Bubba’s Seafood and Oyster House. In a deposition, Paula Deen admitted using the racist word in the past, however; a deposition is public record ("Paula Deen: "i Beg For Your Forgiveness"", 2013). When the media obtain this deposition, it forced Paula Deen to issue a press release. Paula Deen posted two videotapes apologizing and begging forgiveness from fans and critics for…...

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