Public Opinion and Reputation Management

In: Business and Management

Submitted By lowejaxxxon
Words 1402
Pages 6
Public Opinion and Reputation Management
Kevin Jackson
University of Phoenix
MKT/578
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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