Read Public Relations: Strategies and Tactics, Wilcox & Cameron, Chapter 10 , and write your own thoughts and opinions. While you read the chapter on public opinion and persuasion, answer the questions: How does effective issues management prevent organizational crises? Look at the Exxon and the Pepsi examples from your chapter. Why did one succeed and the other fail? Do you think image restoration is a superficial fix or a substantive solution? What current examples can you point to? The Ethics sidebar on page 251-252 talks about the need to negotiate with your adversaries. Do you agree that sometimes we need to ‘bargain with the devil’ so to speak?