Chapter 4 discusses the commodities of public opinion, attitude, and actions. It explains how public opinion is influenced and how organizations use public opinion to create a reputation.

Creating a corporate image is particularly important today, when organizations not only compete for customers but also stock market recognition and, in the case of start-ups, viability. As all the venerable firms that imploded in the wake of the 2008 financial meltdown demonstrated, corporate image plays a substantial role in positioning organizations.