PrefaceChapter 1. OverviewPart I. Reputation and Public OpinionChapter 2. Principles of Public OpinionPart II. Perception, Attitudes, and BehaviorChapter 3. Evaluations, Attitudes, and the Role of ValuesChapter 4. Affective Primacy and Dual-Process Theories of CognitionChapter 5. Beliefs: Risk, Trust, and ApologiesChapter 6. Open Questions and Future DirectionsPart III. Salience and AttentionChapter 7. FramingChapter 8. Models of the Media: Bias and InfluenceChapter 9. Social Media—Social NetworksChapter 10. Media Influence: An AssessmentPart IV. Stakeholders and Strategies: Firms, Activists, and Corporate CampaignsChapter 11. The Rise of Strategic ActivismChapter 12. The Boycott GameChapter 13. The Logic of CampaignsChapter 14. The Strategic Interaction between Activists and FirmsPart V. Beyond Surveys: Measurement and MetricsChapter 15. Surveys and Their LimitationsChapter 16. Measuring OpinionChapter 17. Agendas, Topics, and IssuesChapter 18. FramesChapter 19. Text-Analytic Methods: Promise and PitfallsPart VI. Conclusion: Toward a Reputation Management CapabilityChapter 20. The Right Mindset: Corporate Reputation as Public OpinionChapter 21. Developing a Reputation Management SystemAcknowledgmentsNotesBibliographyIndex