"According to exit polls, one-fifth of voters cited 'moral values' as the factor that most influenced their vote. ... These findings hold deep significance for anyone in issues management [3]," wrote PR Week. PR firm Weber Shandwick [4]'s chair said, "Anyone who's trying to understand consumer behavior ought to understand the cultural issues at work now." History professor John Robert Greene agreed, stating, "The influence industry [5] has to recognize that this country is a conservative nation." But a Fleishman-Hillard [6] senior vice-president asked, "What does it mean? That Bush is seen as moral and Kerry is seen as immoral? I'm hesitant to make that jump."