先让我们看看这则真实的故事:饮誉国际的“雀巢”咖啡在上世纪70年代却差一点信誉扫地、一命呜呼。这家跨国公司在世界各地原本拥有稳定的市场,但是自上世纪70年代开始,世界上出现一种舆论,说雀巢食品的经销导致了发展中国家母乳养育率下降,以至婴儿死亡率上升。这种舆论到上世纪80年代竟发展成一场世界性的雀巢抵制性运动。直到这时,“雀巢”的决策者才认识到问题的严重性,不得不重金礼聘世界著名的公关专家帕根来商量对策。帕根发现,在舆论开始兴起并逐步发展过程中,“雀巢”决策者拒绝听取 Let us take a look at this true story first: international reputation Nestle “coffee in the last century, 70 years, almost ruin reputation, life awoke. The multinational has a stable market around the world, but since the 1970s there has been a global public opinion that the distribution of Nestlé’s food has led to a drop in the rate of breast-feeding in developing countries and an increase in infant mortality. This kind of public opinion developed into a worldwide Nestle boycott movement by the 1980s. Until then, the decision makers of Nestle realized the seriousness of the problem and had to heavily reward world famous PR expert Pargan to discuss the countermeasures. Pagan found that in the process of public opinion began to rise and gradually developed, ”Nestle " policymakers refused to listen