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Significance of the General Public for Public Relations:A Study of the Blogospheres Impact on the October 2006 Edelman/Wal-Mart Crisis;According to public relations theory: PR should focus only on those publics who may cause negative consequences The general public is insignificant, powerless and nonexistant PR should ignore the general public;Brief overview and critique of related theory My hypothesis and what data is required to support it Method for gathering and analyzing this data Results of data analysis Discussion of results: hypothesis supported Possible implications of results for public relations Questions;Theoretical Background;Why focus on select publics? Underlying purpose of PR: prevent negative consequences Evolution of PR: XIX century – today: Propaganda/publicity Public information Persuation/manipulation based on research Building relationships (research shows it is still mostly publicity) However, focus remains on those who may cause consequences: If an organization has no consequences upon other social systems and if those systems have no consequences for the organization, there is no need for public relations.” (Grunig Hunt, 1984) ;The general public is considered powerless, insignificant, nonexistiant: There is simply no such thing as the general public (Cutlip, 2000) There is no such thing as a mass audience or public (Newsom, et al., 2004);Most problems PR has to deal with today did not exists in traditional community PR appeared as a result of the loss of community Community exists through communication, therefore, as communication professionals, PR people should help restore a sense of community;Debate between Walter Lippman and John Dewey Problem The individual man does not have opinions on all public affairs. He does not know how to direct public affairs. He does not know what is happening, why it is happening, what ought to happen …There is not the least reason for thinking … that the compounding of individual ignorances in ma