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Chapter 9
Public Opinion and Persuasion
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 9 Objectives
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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?
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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
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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
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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
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Audience analysis
Psychographics
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Source credibility
Ethos
The three factors
Problems with
celebrities
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Factors in Persuasive
Communication cont…
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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…
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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
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Drama
Statistics
Surveys and polls
Examples
Testimonials
Endorsements
Emotional Appeals
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.