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Chapter Nine:
Public Opinion
and Persuasion
Overview
What is public opinion?
Opinion leaders
The role of mass media
Persuasion
Factors in persuasive communication
Propaganda
Persuasion and manipulation
Ethics
Public Opinion
What is public opinion?
_ American talk about public opinion as
if it were a monolithic entity
overshadowing the entire landscape .
_ public opinion : is the opinion on
controversial issue that one can
express in public without isolating
oneself .
Related ---_ another definition of public opinion is
the sum of individual opinions on an
issue affecting those individuals .
* These definitions is the concept of self
interest .
Self-interest
 Event-triggered
Public Opinion
_ public opinion is the collective
expression of opinions of many
individuals bound into a group by
common aims .
_ people who are interested in an issue,
form public opinion on a particular
item .
_ psychologically , opinion basically is
determined by self interest
Public Opinion
_ opinion doesn’t remain aroused for a
long period of time unless people feel
their self interest is actually involved .
_ once self interest is involved , opinion
is not easily changed
* Research also emphasize the
importance of events in the formation
of public opinion such as :
Public Opinion
_ opinion is highly sensitive to events
that have an impact on the public
_ by and large , public opinion doesn’t
anticipate events , it only reacts to
them
_ events trigger information of public
opinion unless the people are aware
of an issue
Opinion Leaders
Opinion leaders are:
– Interested in a particular issue
– Knowledgeable
– Consumers of the mass media
– Early adopters of ideas
– Good organizers
Opinion leaders can be formal or informal.
Opinion Leaders
_ The formal opinions leader , so called
because of their positions as elected
officials, presidents of companies or heads
of membership groups , people in formal
positions also are called the power leaders
_ The informal opinion leaders those who
have clout with peers because of some
special characteristics
_ Journalists seek quotes from key opinion
leaders in an industry whenever a new
product is introduced .
Opinion Leaders
The Flow of Opinion
Two step flow theory of
communication it suggests that
mass media had minimal influence
on electoral choices , but votes did
rely on person to person
communication with formal and
informal opinion leaders
Opinion Leaders
Multi-step model:
Is graphically illustrated by a series of
concentric circles, in the Epicenter of
action are opinion makers , they
derive large amount of information
from the mass media and other
sources and then share these
information with people in the
adjointing concentric circles .
The Role of Mass Media
- Agenda-setting theory
- Media dependency theory
- Framing theory
- Cultivation theory
The Role of Mass Media
Mass media : such as radios ,
televisions , newspapers and
magazines .
_ mass media means the information
from a public relations source can be
effeciently dissminated to millions of
people .
_ Public relation people via the mass
media play an important role
The Role of Mass Media
That’s because they
inform the public opinion
as they provide the mass
media with the
information in the first
place
Agenda – setting theory
_ one of the early theories contends
that media content sets the agenda
for public discussion , people tend to
talk about what they hear or see on
the 6 o’clock news or read on the
front page of the newspaper , media
through the selection of stories tell the
public what to think about not
necessarily what to think !!!!
Media – Dependency theory
_ Although the agenda-setting theory of the
media is valid , other research indicates
that mass media can have a moderate or
even powerful effect on the formation of
opinions and attitudes .
_ when people have no prior information
regarding a subject , the mass media play
a role in telling people what to think
Framing theory
The term framing has a long history in mass
media research . Traditionally , framing
was related to journalists and how they
selected certain facts , themes, treatments
and even words to frame a story .
_ Mass media scholars have long argued that
it’s important to understand the ways in
which journalistic framing of issues occurs
because such framing impacts public
understanding and policy formation.
Persuasion
_ Persuasion is an activity or process
inn which a communicator attends to
induce a change in the belief ,
attitudes or behavior of another
person or group of persons though
transmission of a message in a
context in which the persuade has
some degree of free choice .
The dominant view of public relation
_The dominant view of public relations in fact
is one of persuasive communication
actions performed on behalf of clients .
_ it ‘s considered more than one way flow of
information argument and influence .
_ Persuasion is an integral part of the
democratic society . It’s the freedom of
speech used by every individual to
influence opinion , understanding and
action
Uses Of Persuasion
Persuasion is used to …
 change
or neutralize hostile opinions
 crystallize
latent opinions and positive
attitudes
 conserve
favorable opinions
Factors in Persuasive
Communication
Audience
Credibility
Appeal
Clarity
Timing and context
Factors in Persuasive
Communication
Audience participation
Suggestions for action
Content and structure of messages
Persuasive speaking
Audience Analysis
_ Knowledge of audience characteristics
such as beliefs , attitudes , concerns , and
lifestyles is an essential part of persuasion
, it helps the communicator tailor the
messages that are salient , answer a felt
need and provide a logical course of
action. .
_ Basic demographic information , readily
available through census data , can help to
determine audience gender , income level
and ethnic background .
Audience Analysis
_ Another audience analysis tool is
psychographics this method attempts to
classify people by lifestyles, attitudes , and
beliefs .
_ one element of public was (sustainers and
survivors ) it identifies the low level of
income, poorly educated, people who
consumed inexpensive food and seldom
ate out .
_these segment of the consumer allow public
relation person to select appropriate media
for specific story ideas .
Source Credibility
_ A message is more believable to the
intended audience if the source has
credibility , this was Aristotle’s
concept of ethos , it explains why
organizations use a variety of
spokespeople , depending on the
message and the audience .
Source Credibility
_ source credibility based on 3 factors:
1. One is expertise , does the audience
perceive the person as an expert on the
subject ?
2. The second component is sincerity does
the person come across as believing
what he or she is saying?
3. The third component is the Charisma . Is
the individual attractive , self assured and
projecting an image of leadership ?
Source Credibility
_ Problem with celebrities :Using the celebrities has it’s problem
however one is increasing number of
celebrities endorsements to the point that
the public some times can’t remember who
endorses what . The second problem can
be over-exposure of a celebrity such as
Tiger woods who earns millions of dollars
annually for endorsing more than a dozen
product .
Appeal to self interest
• Self interest was described during an
earlier discussion about the formation of
public opinion . Publics become involved in
an issues or pay attention to messages
that appeal to the psychological or
economic needs .
• Sociologist Harold Lasswell says that
people are motivated by 8 basic appeals
they are power, respect , well being ,
affection, wealth , skill , enlightenment ,
physiological and mental vitality .
Clarity of message
Many message fail because the audience
finds the message unnecessarily complex
in content or language . The most
persuasive messages are direct , simply
expressed and contain only one primary
idea .
_ public relation person should ask 2
questions (what I want the audience to do
with the message?) and will the audience
understand the message ?
Timing and context
A message is more persuasive if the
environmental factors support the
message or if the message is
received within the context of other
messages and situations with which
the individual is familiar . Those
factors are called timing and context .
Audience participation
A change in attitude or reinforcement of
beliefs is enhanced by audience
involvement and participation .
_ Activist group use participation as a way of
helping people actualize their beliefs . Not
do rallies and demonstrations give people
a sense of belonging but the act of
participants reinforces their beliefs .asking
people to do something conserve energy ,
collect donations …..
Suggestions for actions
_ A principle of persuasion is that
people endorse ideas only if they are
accompanied by a proposed action
from the sponsor , recommendation
for action must be clear .
* Public relation participants must not
only ask people to conserve energy ,
for instance but also furnish detailed
data and ideas on how to do it
Content and structure of message
A number of technique can make a
message more persuasive , writers
through out history have emphasized
some information while downplaying
or omitting other pieces of information
Thus they addressed both content
and structure of messages
* Experts communicators continue to
use number of devices including :
Content and structure of message
1. Drama : because everyone likes a
good story , the first task of a
communicator is to get the audience
attention , this is often accomplished
by illustrating and event or situation .
_ Newspaper dramatize a story to get
reader interest in an issue
Content and structure of message
2. Statistics : people
are
impressed by statistics , use
of numbers can convey
objectivity, size and
importance in a credible way
that can influence public
opinion .
Content and structure of message
3. Surveys and polls : airlines and auto
manufactures use the results of
surveys and polls to show that they
are first in ‘ customer satisfaction ‘
services and even the Cargo space .
The most credible surveys are those
conducted by independent
organization research
Content and structure of message
4. Examples : a statement of opinion
can be more persuasive if some
examples are given . Environmental
groups tell how other communities
have established the greenbelts
when requesting a city council to do
the same and so on …….
Content and structure of message
5. Testimonials : a form of source of
credibility , testimonials can be either
explicit or implied
6. Endorsements : in addition to
endorsements by paid celebrities
product and services benefits from
favourable statements by experts in
what is called a third party
endorsement ……
Content and structure of message
_ Media endorsements usually
unpaid , through reviews surveys
and new stories , also the media
produce new stories about new
product and services because of
the media’s perceived objectivity
are considered a form of third
party endorsements .
Content and structure of message
7. Emotional appeals : fund raising letters
from non profit organization groups , in
particular use this persuasive device .
- Psychologists say that the most effective
emotional appeal is one coupled with facts
and figures , the emotional appeal attracts
audience interest but logical arguments
also are needed
Persuasive speaking
Psychologists have found that successful
speakers and salespeople use several
persuasion techniques :
* Yes- Yes : starts with points with which
the audience agrees to develop a pattern
of yes answers .
* offer structured choice : give choices that
force the audience to choose between A&B
College audience may ask audiences ( do
you want to raise taxes or raise tuition ?)
Persuasive speaking
* Seek partial commitment : get a
commitment for some action on the part of
the receiver . This leaves the door open for
commitment to other parts of the proposal
at a later date .
* Ask for more , settle for less : submit a
complete public relation program to
management , but be prepared to
compromise by dropping certain parts of
the program .
Propaganda
Techniques
- Plain
folks
- Testimonial
- Card-stacking
- Transfer
- Generalities
- Name-calling
Propaganda
Plain folks : an approach often used by individuals
to show humble beginnings and empathy of with the
coverage citizen .
testimonial : a frequently used device to achieve
credibility . A well know experts gives testimony about
the value of a product or the wisdom of a decision .
Bandwagon : the implication that every
one wants the product that has overwhelming
support
Propaganda
_ Card stacking : the selection of facts
to build an overwhelming case on one
side of the issue while concealing the
other side .
_ Transfer : the technique of association
the person, product , or organization
with something that has high status ,
visibility and credibility .
Propaganda
_ Glittering generalities : the technique
of associating a cause , product , or
idea with favourable abstractions
such as freedom , justice , democracy
and the American way
Persuasion and Manipulation:
Limitations
Limitations of Persuasive Messages
Lack of message penetration
Competing messages
Self-selection
Self perception
Persuasion and Manipulation:
Limitations
Lack of message penetration :
The diffusion of messages despite
modern communication technologists
isn’t persuasive , not everyone of
course watches the same television
programs or reads the same
newspapers and magazines.
Not everyone receives the same mail or
attends the same meetings.
Persuasion and Manipulation:
Limitations
Competing messages :In the 1930s
before much was known about the
complex process of communication ,it
was believed that people received
information directly, without any
intervening variable.
This was called the bullet theory or
the hypodermic-needle theory of
communication.
Persuasion and Manipulation:
Limitations
Self-selection: the people most
wanted in an audience are often the
least likely to be there.
Vehement supporters or loyalists
frequently ignore information from
other side. They do so be being
selective in the messages that they
want to hear.
Persuasion and Manipulation:
Limitations
Self-perception : self-perception is the
channel through which messages are
interpreted . People will perceive the
same information differently
depending on predispositions and
already formulated opinions .
Ethics
Do not
 use false evidence
 use specious reasoning
 falsely represent yourself
 use irrelevant appeals
 make false links
 conceal your purpose
Ethics don’t
cover up consequences
use baseless appeals
Oversimplify
feign certainty
advocate what you don't believe
yourself
Thank you