2.  Organizations need to interact with their publics  The interaction between organization- publics is a mediated process

3.  Knowledge of who the public is  Knowledge of what the public wants  Knowledge of the right channels to reach the public

4. 1)Help organizations to know their publics  Market research  CRM technologies

5. 2) Help organizations to interact with the public  Relationship networks  Communication tools

6. 3) Help organizations to reach out to the public  Media  New media

8. Organizations’ needs vs. Consumers’ rights  How do companies gather information about us?  How do they use this information?  With whom they share this information?  How are we targeted?

9.  Transparency  Security  Liability

10. Allan Westin for Harris Poll – Data collected from 1990’s in the US

11. MARKET RESEARCH INTERNET DATA GATHERING NEUROMARKETING

12.  Role of emotions on decision making  Methods of triggering these emotions  Build trust and brand loyalty  Measure likes and dislikes

13.  Pathology finding 1-2%, with whom this might be shared?  Sensitive reactions

14.  Acess to data: more power to control the flow of information – less concern.  Use of data: more knowledge about how data is used – less concern.

15.  New media – more access to content production – more voices – more vulnerability  Two-way symmetrical communication – less persuasion

16.  Consumer reviews vs. Advertising  Consumer trust becomes more volatile – more threats to organizational image