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Communication
Theory and Public
Opinion
Chapter 5
Public Relations:
A Values-Driven Approach
Copyright © Allyn & Bacon 2000
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Noise (Static)
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Message
Channel
Receiver
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Noise (Static)
Envelops communication and often
inhibits it.
 Can take physical forms.
 Can take intangible forms.

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The Source
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Source
Message
Channel
Receiver
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The Source
Is where communication originates.
 Needs to know who the receivers are.
 Needs to be seen as credible.
 Needs to know what kind of message
is best suited to a particular
audience.

Copyright © Allyn & Bacon 2000
The Message
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Source
Message
Channel
Receiver
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The Message
Is the content of communication.
 Confronts a serious challenge:
getting people to pay attention.
 Must be relevant.
 Must be understood.

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The Channel
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Message
Channel
Receiver
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The Channel
Is the medium (or media) used to
transmit the message.
 Must be seen as relevant.
 Must be seen as credible.

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The Receiver
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Message
Channel
Receiver
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The Receiver
Is the person or persons for whom the
message is intended.
 Is most receptive to messages that
specifically target the receiver’s
interests and values.

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Feedback
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Source
Message
Channel
Receiver
Feedback
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Feedback
Is the receiver’s reaction, as
interpreted by the source, to the
message.
 Is an indispensable part of
communication.

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The Key To Communication
If there is a breakdown anywhere in
the communication process,
communication does not occur.
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The Magic Bullet Theory
Mass Media
Public
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The Magic Bullet Theory
Mass Media
Public
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Two-Step Theory of Mass
Communications
Mass Media
Opinion Leaders
Public
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Two-Step Theory of Mass
Communications
Mass Media
Opinion Leaders
Public
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N-Step Theory of Mass
Communications
Mass Media
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Op Ldrs
Op Ldrs
Op Ldrs
Public
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N-Step Theory of Mass
Communications
Mass Media
Op Ldrs
Op Ldrs
Op Ldrs
Op Ldrs
Public
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N-Step Theory of Mass
Communications
Mass Media
Op Ldrs
Op Ldrs
Op Ldrs
Op Ldrs
Public
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N-Step Theory of Mass
Communications
Mass Media
Op Ldrs
Op Ldrs
Op Ldrs
Op Ldrs
Public
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The Diffusion Theory
Mass Media
Individuals
Individuals
Individuals
Individuals
Individuals
Individuals
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The Diffusion Theory
Mass Media
Individuals
Individuals
Individuals
Individuals
Individuals
Individuals
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The Agenda-Setting Hypothesis
Mass Media
Public
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The Agenda-Setting Hypothesis
Mass Media
Public
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Uses and Gratifications Theory
Mass Media
Message
blocked
Public
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Uses and Gratifications Theory
Mass Media
Message
received
Public
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Uses and Gratifications Theory
Mass Media
Interactive
Public
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Uses and Gratifications Theory
Mass Media
Self-selected
messages
Public
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Maslow’s Hierarchy of
Needs
Physiological
 Safety
 Acceptance
 Self-esteem
 Self-actualization

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Aristotle’s Forms of Persuasion
Logos -- an appeal to reason
 Pathos -- an appeal to emotions
 Ethos -- an appeal based upon
personality or character

Copyright © Allyn & Bacon 2000
Persuasion
When practiced at its highest level,
public relations identifies common
interests and promotes actions that
are mutually beneficial.
 In this context, persuasion is an
appropriate compliance gaining
tactic.

Copyright © Allyn & Bacon 2000
How Public Opinion Evolves
It starts with an already present mass
sentiment.
 It begins to evolve when an issue is
interjected into that consensus.
 Like-minded individuals coalesce into
a public.
 Various publics engage in public and
private debate.

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How Public Opinion Evolves
Time passes and people make up
their minds.
 The debate leads to a consensus,
which is known as public opinion.
 Public opinion evolves into some
form of social action.
 The issue evolves into a social value,
and the process begins anew.

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Persuasion versus Manipulation
Manipulation suggests something
underhanded.
 Short-term gains are short-lived.
 Manipulation comes with a cost:
credibility.
 Those who seek to master public
opinion often become a slave to it.

Copyright © Allyn & Bacon 2000