Transcript Chapter 9
Chapter 9 Public Opinion and Persuasion Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 9 Objectives Understand the implications of public opinion for public relations Explain the crucial role of opinion leaders in public discourse Describe key theories explaining the role of mass media Understand the pervasive role of persuasion in modern life Enumerate key factors in persuasion Identify major considerations in conducting ethical persuasive campaigns Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. What is Public Opinion? Elusive and difficult to measure The collective expression of opinion of many individuals bound into a group Formed by people who have a vested or selfinterest in an issue Opinion is determined by self-interest Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Opinion Leaders and Catalysts Opinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issues Sociologists describe them as: Highly interested in a subject or issue Better informed on an issue than the average person Avid consumers of mass media Early adopters of new ideas Good organizers who can get other people to take action Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Role of Mass Media Via mass media, public relations practitioners become major players in forming public opinion Often provide the mass media with the information The following theories can help practitioners understand mass media effects Agenda Setting Theory Media Dependency Theory Framing Theory Conflict Theory Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Factors in Persuasive Communication Audience analysis Psychographics Source credibility Ethos The three factors Problems with celebrities Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Factors in Persuasive Communication cont… Appeal to self-interest Altruism and the idea of “something in return” People are motivated by 8 basic appeals Power Respect Well-being Affection Wealth Skill Enlightenment Physical and mental vitality Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Factors in Persuasive Communication cont… Clarity of message Timing and context Audience participation Suggestions for action Energy kit Service bureau ZIP Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Context and Structure of Messages Drama Statistics Surveys and polls Examples Testimonials Endorsements Emotional Appeals Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.