The practice of public relations

According to my text The practice of public relations: 2010 custom edition by F.P. Sietel, attitudes are

based on a number of characteristics. How do you elaborate on how public relations can take advantage of one of these characteristics to shape public opinion. I want to know how to describe and explain at least one example of how this characteristic was a focus of a selected public relations campaign.

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I also read that one goal of public relations is to manage public opinion on a particular topic. For the public relations campaign selected, analyze the methods used to shape public opinion. How do can you justify why these methods were either successful or unsuccessful.

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