A New Angle for the Influence Industry: Morals

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"According to exit polls, one-fifth of voters cited 'moral values' as the factor that most influenced their vote. ... These findings hold deep significance for anyone in issues management," wrote PR Week. PR firm Weber Shandwick's chair said, "Anyone who's trying to understand consumer behavior ought to understand the cultural issues at work now." History professor John Robert Greene agreed, stating, "The influence industry has to recognize that this country is a conservative nation." But a Fleishman-Hillard senior vice-president asked, "What does it mean? That Bush is seen as moral and Kerry is seen as immoral? I'm hesitant to make that jump."