Global companies like Apple or Google can use public sentiment to improve their PR strategies by monitoring and understanding the feelings and attitudes of their customers towards their brand. This can be done through social media listening, surveys, and feedback. They can then use this information to craft strategies that address the concerns and needs of their customers, thereby improving their public image and perception. In case of a PR crisis, they can monitor the public sentiment over time to gauge the effectiveness of their crisis management strategies. The goal is to see a decrease in negative sentiment over time.
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