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Public opinion has become a disturbing force in the lives of corporate managers throughout the United States today. Everwhere business turns, it is faced with hostility - from consumers, environmentalists, politicians, public interest advocates. The smoking stacks of industry, which once heralded economic well-being and a full dinner pail, are now a blight on the landscape. Major construction projects have been halted. Damaging recalls have cost companies dearly both in dollars and reputation. Operations have been shut down overnight. Businessmen have become suspect even to their friends and relatives. The attacks have been both valid and unreasonable, knowledgeable and ignorant, constructive and malicious. In this atmosphere of conflict, the 21 contributors to this book have been on the front line. As consultants to major corporations, they have helped allay the attacks, inject reason into the dialogue, sort out the legitimate from the lunatic. On occasion, they have helped their clients set their corporate house in order. In the process of assisting managements with their public opinion problems, the authors of this book have learned as well as taught. Some of their conclusions - and the analyses and observations underlying them - are the subject of this book. Case histories substantiate their approaches. This book covers a wide range of subjects, from the causes and effects of different public relations problems to specific ways of doing the job, and doing it right. Modern techniques, new ideas, latest trends come alive through the first-hand experiences of the contributors. For example, you'll discover fresh ways to : ~ Cash in on financial media relations ~ Improve employee/management relations ~ Understand the elusive "youth" audience ~ Deal with the pressures of "consumerism". ~ Lobby effectively at your state capitol. To help meet this urgent responsibility, this book is a most valuable tool.