late as a whole because they address different but critical components of organizational success with respect to advertising and public relations. The first article demonstrates that no matter how unfair or outright wrong public opinion might be (the KKK rumors), it is still costly for a company to reverse public opinion. If Snapple would have ignored the rumors, sales might have plummeted because of poor public relations and negative perceptions. Instead, they staved off such a scenario by proactively launching their own campaign to dispel the rumors.
The first article ties into both of the other articles. In Madison Avenue Gets Grimmer, we see that the events of September 11 have made companies and advertisers more sensitive to public perceptions and public relations. No company wants to risk offending Americans with respect to September 11. Therefore, we see that even if the public is hyper-sensitive with respect to an image, th
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