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KETCHUM'S ONLINE MAGAZINE YEAR 2008    ISSUE 3

EXPECTATIONS & FRUSTRATIONS: HOW THE PUBLIC PERCEIVES CORPORATIONS AND CEOS

Viewpoints

Society's most influential citizens are important voices. They are the people who attend public meetings, serve on community boards, write letters to the editor or post comments on blogs. Dubbed “Influentials,” these individuals may participate in society in various ways around the globe, but from Argentina to India, they are the people who help shape public opinion and, thus, public policy. That is why we chose to survey Influentials on their views of corporations and CEOs. Here, two top practitioners in Ketchum's global corporate practice talk about the common expectations of Influentials around the world and some key global distinctions. Also, Tom Nicholson of the Arthur W. Page Society answers our questions about the society's popular white paper, The Authentic Enterprise, which outlines the challenges corporate communicators face in communicating to a more expectant public.