- Convincing ordinary citizens of the rightness of your corporate cause is an end of itself, conveniently accomplished within the context of a public affairs campaign, even if it has no impact on the outcome;
- It doesn’t necessarily improve your chances of success, but it makes the final decision look better and maybe reduces the likelihood of a backlash;
- This may be true in most instances, but in a handful of cases, the effect of public support (while small) could make the difference between 49 votes and 51;
- In cases where there are companies/economic elites on both sides of an issue, ordinary people might still make a difference;
- This is true of the historic examples studied by the authors, but is no longer true—or will not be true in the future—because of the growing power of social media.
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