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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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CONCLUSION: INTEGRATED COMMUNICATIONS

Corporate communications transformed

FOR A HUNDRED years, corporate communications has been dominated by elites that considered the public as a passive mass to be manipulated. Communications professionals cared what people thought, but they did not care what people said. The views of the public were irrelevant because they could not be heard.

Even a decade ago, communications teams worried far more about what small numbers of influential journalists said than vast numbers of ordinary people. This inevitably produced a world that was introspective and that emphasised the sophisticated metropolitan values taken seriously by the media and other elites that ran the communications industry.

The sudden ...

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