The master researchers and PR wizkids at Edelman conduct the annual Edelman GoodPurpose Study, , which surveys the attitude of 8, 000 consumers across 16 countries in regards to social issues and the results they expect from brands and corporations.
Steve Jobs is a master perception manager in a way no PR team could ever dream up (no salary as CEO of Apple, working at the intersection of liberal arts and technology, aesthetic appearance, his attitudes and perception management skills have seen the iPhone through its initial launch problems and its 2010 iPhone 4 receiver problem).