여론은 조직의 성패를 결정하는 심리학적 환경을 마련해 준다(Cutlip & Center, 1952).
PR 실무자는 여론이 어떻게 형성되고 변화하는가를 실용적 관점에서 숙지하여야 한다.
여론은 PR 활동의 원인이자 효과이다.
경영자의 의사결정에 영향을 미친다.
대다수의 PR 프로그램은 언론을 여론에 영향을 미치는
who continue to believe in themselves despite overwhelming evidence to the contrary. This is GUS GORMAN.
Behind the teller몶s wicket is a middle-aged female CLERK with the requisite officious manner and heart of stone common to her profession. As the MAN ahead of GUS finishes his turn and walks away, she barks out:
CLERK
Name?
GUS
(as he tries to
untangle his
yo-yo string)
Gus Gorman.
continuously mounting snow.
TWO MEN, NORRIS AND BENNINGS
standing some thirty yards from the main building are in
the process of letting up a large red balloon. Childs, a
hefty black man, is twenty yards away tinkering with a
snowmobile. Their beards are caked with ice. It is
winter and it is harsh.
The faint sound of the copter turns their attention.
THE COPTER
flying ever lower now. The man wit
continues searching, the camera
moves past him, into the darkness of the hold. We hear Whittlesley
mumbling between low, ragged breaths. At the back of the boat the
camera finds...
A STACK OF CRATES... clearly labeled NATURAL HISTORY MUSEUM. Move in on
these as... The CRATES VIBRATE. The boat has started to move!
Whittlesley stands bolt upright, realizing whats going on.
WHITTLESLEY
No!
Too late
stop next to him. He
squints up at --
TWO MEN. Matching suits. Their features unremarkable and
blandly threatening in the way of FBI agents and auditors.
AGENT 1
Are you Jake Sully?
JAKE
Step off. You몶re ruinin몶 my good mood.
AGENT 2
It몶s about your brother.
CUT TO:
INT. MUNICIPAL CREMATORIUM - NIGHT
DOWN-ANGLE on a large rectangular cardboard box. HANDS ENTER
FRAMEpulling open the top to