Wow this is really scary. I’ve had the opportunity to enjoy the makings of logging this information down in order to write out and see this uniquely designed from my point of view. The importance of public opinion is just the perception to me of what is viewed, documented, and told in a story( in your own words that is). I believe that in order to maintain creditibility of any order or manner, every thing that you do as a PR should be dealt with speedily and honestly as possible. Opinions will never go away as long as people read, listen, and feel they have a voice. It is the PR management job to sometimes cure the cold with as many remedies as possible for the impact to be effective. Digital media dominates public opinion becuase you have more people watching to see what is being said or done that those who are actually chiming in on what is really taking place, by research and following up.