Determining and Evaluating Public Attitudes

Last Updated on Sun, 19 Feb 2023 | Marketing Communications

You've learned that public relations is concerned with people's attitudes toward the firm or specific issues beyond those directed at a product or service. The first question you may ask is why. Why is the firm so concerned with the public's attitudes?

One reason is that these attitudes may affect sales of the firm's products. A number of companies have experienced sales declines as a result of consumer boycotts. Procter & Gamble, Coors, Nike, and Bumble Bee Seafoods are just a few companies that responded to organized pressures. A string of SUV accidents led to major problems for 102-year-old Bridgestone/Firestone. In response to the problem, Firestone replaced nearly 900,000 tires and implemented a communications program to counter the negative publicity, a program including television commercials, personal visits to dealers, and print advertising such as that shown in Exhibit 17-2. As a result of the campaign, Firestone lost none of its 10,000 independent tire dealers and two years later was on the road to recovery.

Second, no one wants to be perceived as a bad citizen. Corporations exist in communities, and their employees may both work and live there. Negative attitudes carry over to employee morale and may result in a less-than-optimal working environment internally and in the community.

Due to their concerns about public perceptions, many privately held corporations, publicly held companies, utilities, and media survey public attitudes. The reasons for conducting this research are many:

1. It provides input into the planning process. Once the firm has determined public attitudes, they become the starting point in the development of programs designed to maintain favorable positions or change unfavorable ones.

2. It serves as an early warning system. Once a problem exists, it may require substantial time and money to correct. By conducting research, the firm may be able to identify potential problems and handle them effectively before they become serious issues.

3. It secures support internally. If research shows a problem or potential problem exists, it will be much easier for the public relations arm to gain the support it needs to address this problem.

4. It increases the effectiveness of the communication. The better it understands a problem, the better the firm can design communications to deal with it.12

Continue reading here: Advantages and Disadvantages of Public Relations

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Readers' Questions

  • Daniel Reyes
    How to evaluate public atitudes?
    1 year ago
    1. Surveys: One of the most common and effective ways to evaluate public attitudes is to conduct surveys. Surveys are typically conducted either in-person or online and can range from short surveys with quick multiple choice questions to longer, in-depth interviews.
    2. Focus groups: Focus groups are a qualitative form of research in which a group of people are gathered together to discuss a specific topic or to provide feedback on a product. Focus groups are an effective way to gain insight into public attitudes, opinions, and perceptions.
    3. Social media analytics: Social media can be a great tool for understanding public attitudes. By analyzing posts and conversations on social media, organizations can gain insight into how people feel about the issues, products, and services that are relevant to them.
    4. Market research: Market research can also help organizations understand how people feel about different products or services. Through market research, organizations can gain insight into consumer attitudes, perceptions, and buying behaviors.
    • sabrina
      Why is the firm concern aboit public attitudes?
      1 year ago
      • The firm is concerned about public attitudes because public opinion can have a large impact on a company's success or failure. Public attitudes can determine whether or not a company is seen in a positive or negative light and can also affect the level of demand for their products or services. If public opinion is unfavorable, it can have a major impact on the company's bottom line.
      • nicholas
        Why is the firm concerns about public attitudes?
        1 year ago
        • The firm is concerned about public attitudes because public opinion can impact the success of a business. Public opinion affects customer loyalty, sales, brand recognition, and ultimately the bottom line. If public attitudes are negative towards a company or its products, it can deter potential customers and cause existing customers to take their business elsewhere. Additionally, a company's reputation can be tarnished if the public holds negative attitudes towards the firm. Poor public opinion can lead to lost sales and a decreased market share.
        • theodore fernandez
          Why is a firm so concern with public attitude?
          1 year ago
          • A firm is concerned with public attitude because public opinion can have a major impact on the success and longevity of the business. Public attitude can influence the sales, profits, and brand recognition of the firm and can even determine whether the business continues to exist in the long-term. In addition, public attitude can have a major effect on the firm’s corporate image and the way it is perceived by potential and existing customers. Therefore, firms must pay close attention to public attitude in order to remain competitive and successful in the industry.
          • PIOTR
            Why is a firm so concerned about public attitude?
            1 year ago
            • A firm is concerned about public attitude because public opinion can significantly impact their business prospects for the better or for the worse. For example, a business with a strong public attitude will likely find it easier to attract customers, build relationships with potential partners and investors, and establish brand recognition. Alternatively, a company with negative public opinions will likely face an uphill battle in their efforts to grow, as customers, potential partners and investors, and potential customers are likely to have a negative view towards them.