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Public Opinion and
Persuasion
Chapter 9
Defining Public Opinion
There are many definitions but our text
offers two popular definitions:
 “Public opinion is the sum of individual
opinions on an issue affecting those
individuals.”
 “Public opinion is a collection of views held by
persons interested in the subject.”
 Inherent in these and other definitions is
the concept of self interest.
How Events Form Public
Opinion
 Opinion is highly sensitive to events that
have an impact on the public at large or a
particular segment of the public.
 By and large, public opinion does not
anticipate events. It only reacts to them.
 Events trigger formation of public opinion.
 Events of unusual magnitude are likely to
swing public opinion temporarily from one
extreme to another.
The Role of Opinion
Leaders as Catalysts
 Opinion leaders—Five Traits:
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Highly interested in a subject or issue
Better informed on an issue than average person
Avid consumers of mass media
Early adopters of new ideas
Good organizers who can get other people to take
action
 Two types of opinion leaders:
 Formal
 informal
Formal Opinion Leaders
 Formal opinion leaders are usually elected
officials, presidents/CEOs of companies,
or heads of membership groups.
 News reporters often ask such people for
statements when a specific issue relates
to their positions of responsibility, concern
and/or expertise.
 People in formal leadership positions are
also called “power leaders.”
Informal Opinion Leaders
 Informal opinion leaders are those who have clout with
peers because of some special characteristic.
 They may be role models who are admired and
emulated or opinion leaders who can exert pressure on
others to go along with something.
 Informal opinion leaders exert considerable influence on
their peer groups by being highly informed, articulate,
and credible on particular issues.
 Think about your own friends and peers who may
influence your views on, say, music, fashion,
entertainment choices.
Characteristics of Opinion Leaders
 A survey of 20,000 Americans by the
Roper Organization found that only 10 to
12 percent of the general public are
opinion leaders.
 These “influentials”—those whom other
people seek out for advice—fit the opinion
leader profile of:
Opinion Leader Profile
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Active in the community
Have a college degree
Earn relatively high incomes
Regularly read newspapers and magazines
Actively participate in recreational activities
Show environmental concern by recycling
The Media’s Role
 This chapter also examines the role of mass
media in being a conduit in how opinion “flows”
from opinion leaders to the public.
 By specializing in this transfer of information, PR
people are major players in forming public
opinion because they often provide the mass
media with the information in the first place,
theorists say.
 Some studies have found that as much as 50
percent of what the media carry comes from PR
sources.
Media Effects Theories
 Agenda-Setting Theory- Does the media set the agenda for public
discussion? People discuss what TV news covers and what’s in the
newspaper, for example. Through the selection of stories, the media
may “tell” (indirectly/unintentionally?) the public what to think about,
but not necessarily what to think, the theory goes.
 Media-Dependency Theory– This is the idea that people are highly
dependent on the media for information. This is especially so in
crises situations. In such cases, PR people can be quite influential
in controlling and shaping information as journalists are dependent
on official spokespeople during the first stages of crises.
 Framing Theory– This is how journalists select certain facts, themes,
treatments, and even words to “frame” a story. This can play a
major role in public perceptions of an issue or problem.
 Conflict Theory – Because the media can play a vital role in
presenting and explaining conflicts, it is necessary for people
involved in public relations to know how to work effectively with the
media to settle conflicts.
Persuasion
 Persuasion is part of the dominant view of
Public Relations as being about
“persuasive communications on behalf of
clients.”
 Persuasion can be used to:
 change or neutralize hostile opinions
 crystallize latent (or already existing positive)
opinions and positive attitudes
 conserve favorable opinions
Persuasive Messages– Moving People to Act
Such messages often include information that appeals to an audience’s
self-interest. Theme examples:
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Make/Save Money
Save Time
Avoid Effort
More Comfort
Better Health
Cleaner
Escape Pain
Gain Praise
Be Popular
Be Loved/Accepted
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Keep Possessions
Protect Family/Reputation
Be Stylish
Have Beautiful Things
Satisfy Appetite
Be Like Others
Avoid Trouble/Criticism
Be an Individual
Be Safe/Secure
Make Work Easier
Persuasive Message Techniques
Throughout history these devices have been used:
 Drama– helps create interest
 Testimonials– using
and engage an audience
 Statistics– stats impress
people. Use of numbers can
convey objectivity, size, and
importance in a credible way that
can influence public opinion
 Surveys and Polls– like
stats, can impress but people
should read the fine print
 Examples- opinions can be
bolstered and be more persuasive
if supported by examples
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celebrity endorsers or
victims/survivors can
humanize message
Endorsements– credibility
through “third party
endorsements” (can be, for
example, doctors, celebrities,
national organizations, or
media through editorials)
 Emotional Appeals–
fundraising letters or
commercials from nonprofit
groups use this persuasive
device a lot
Research on Persuasion
 Positive appeals are generally more effective than negative appeals
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for message retention and compliance.
Radio and TV messages tend to be more persuasive than print, but
if the message is complex, better comprehension is achieved
through the print media.
Strong emotional appeals and fear arousal are most effective when
the audience has minimal concern about or interest in the topic.
Logical appeals, using facts and figures, are better for highly
educated, sophisticated audiences than strong emotional appeals.
Self-interest can be a strong motivator.
A celebrity or attractive model is most effective when the audience
has low involvement, the theme is simple, and broadcast channels
are used. An exciting spokesperson can attract attention to a
message that may otherwise be ignored.
Propaganda and its techniques
 Propaganda defined: “The deliberate and
systematic attempt to shape perceptions,
manipulate cognitions, and direct behavior
to achieve a response that furthers the
desired intent of the propagandist.”
(Jowett and O’Donnell)
Propaganda: Past and Present
 In World War I and II, propaganda was
associated with the information activities of
the enemy. Germany and Japan were
sending out “propaganda” whereas the U.S.
and our allies were disseminating “truth.”
 Today, propaganda connotes falsehood, lies,
deceit, disinformation, and duplicity.
 Social scientists say the word propaganda
should be used only to denote activity that
sells a belief system or constitutes political or
ideological dogma.
Propaganda Techniques
 Advertising and public
relations messages
for commercial
purposes do use
several techniques
commonly associated
with propaganda
 These techniques
have interesting,
colorful names such
as:
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“plain folks”
“testimonials”
“bandwagon”
“card stacking”
”transfer”
“glittering
generalities.”
(p. 238)
Ethical Concerns
 A student of public relations should be
aware of propaganda techniques to make
certain that he or she doesn’t intentionally
use them to deceive or mislead the public.
 Ethical responsibilities exist in every form
of persuasive communication.
(see “Ethics of Persuasion” bullet points, page 241)
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