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Meet the People: Why Businesses Must Engage with Public Opinion to Manage and Enhance Their Reputations by James Frayne

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CHAPTER SEVEN: CREATING EFFECTIVE STRATEGY

What is strategy and why does it matter?

THROUGHOUT THIS BOOK, I have tried to make clear that the explosion of opinion online creates a completely new operating climate for businesses. Firms now come face to face with ordinary people in public conversation and they must communicate in a world that is faster-moving, aggressive, emotional and above all uncertain.

In the last chapter, we saw how competent decision-taking and organisational design can help businesses to cut through this uncertainty and maintain momentum so they are constantly influencing public attitudes. This is one of the two fundamental operational skills that businesses must learn from political campaigns. The other is the creation ...

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