Researchers ____ that people found negative information more attention grabbing than positive and that it is ____ more in forming the overall ____ of the company (Fiske, ____; Skrowonski and ____, 1989). It also has ____ that the way a company handles negative publicity is one of the most influential ____ for consumers when they make purchase decisions (Advertising Age, 1995 ____ in Ahluwalia et al, 2000). ____, it is important that during crisis communication PR people are able to ____ the potential damage and ____ the company image and the brand as quickly as possible.

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