1. Public Relations Strategies and Tactics Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
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2. Public Opinion and Persuasion
Chapter 9
Public Opinion and Persuasion
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3. 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
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4. 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 self-interest in an issue
Opinion is determined by self-interest
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5. 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
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6. Opinion Leaders and Catalysts cont…
Types of leaders
Formal leadership positions = power leaders
Informal opinion leaders
“Influentials”
The flow of opinion
Two-step flow model
Multi-step flow model
N-step theory
INSTRUCTOR NOTES:
With the two-step flow theory of communication, it is understood that public opinion is formed by the views of people who have taken the time to sift information, evaluate it, and form an opinion that is expressed to others
With the multiple-step flow model opinion makers who derive their large amounts of information from the mass media and other sources share it with people their circle of acquaintances
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7. 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
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8. The Dominant View of Public Relations
Uses of persuasion
Change or neutralize hostile opinions,
Crystallize latent opinions and positive attitudes and
Conserve favorable opinions
Persuasion in negotiation
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9. The Dominant View of Public Relations cont…
Formulating persuasive messages
Yes-yes
Offer structured choice
Seek partial commitment
Ask for more, settle for less
Findings from persuasive research
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10. Factors in Persuasive Communication
Audience analysis
Psychographics
Source credibility
Ethos
The three factors
Problems with celebrities
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11. 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
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12. Factors in Persuasive Communication cont…
Clarity of message
Timing and context
Audience participation
Suggestions for action
Energy kit
Service bureau
ZIP
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13. Context and Structure of Messages
Drama
Statistics
Surveys and polls
Examples
Testimonials
Endorsements
Emotional Appeals
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14. The Limits of Persuasion
Lack of message penetration
Competing messages
Self-selection
Self-perception
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15. Ethics of Persuasion
Johnannesen’s ethical criteria for using persuasive devices
A public relations professional should be more than a “hired gun”
Persuasive messages require truth, honesty, and candor
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