Chapter 9: Role, Scope, and Implications

Objectives

What is Public Opinion

Understand the implications of public opinion for public relations

Explain the crucial role of public 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

The collective expression of opinion of many individuals bound into a group

Elusive and difficult to measure

Formed by people who have vested or self-interest in an issue

Opinion is determined by self-interest

Opinion Leaders and Catalysts

Opinion Leaders served as catalysts for the information of public opinion through their knowledge and ability to articulate ideas about specific issues

Sociologist 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 organizer who can get other people to take action

Types of Leaders

Formal, or power opinion leaders

Informal opinion leaders

"Influentials" profiled as

Being active in the community

Having a college degree

Earning relatively high income

Regularly reading newspapers and magazines

Actively participating in recreational activities

Showing environmental concern by recycling

The Flow of Opinion

Two-step flow theory

Multiple-step flow model

N-step theory

Diffusion of innovation theory

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

The Dominant View of Public Relations

Persuasion in negotiation

Formulating persuasive messages

Uses of persuasion

Findings from Persuasion Research

Change or neutralize hostile opinions

Crystallize latent opinions and positives attitudes

Conserve favorable opinon

Organizations and publics want to position themselves to be most influential

How can public organizations help here?

Changes minds and behaviors or target audiences

Yes-yes

Offer structured choice

Seek partial commitment

Ask for more, settle for less

Positive appeals generally more effective

Radio and TV more persuasive than print

Strong emotional appeals best if audience has little topical concern or interest

Fear appeals effective only if audience can take to prevent threats

Logical appeals are better for educated audiences

Altruism can be a powerful motivator

Celebrity spokespersons vary in effectiveness

Factors in Persuasive Communication

Audience analysis

Source of credibility

Demographics

Psychographics

Ethos

The 3 factors

Problems with celebrities

Appeal to self-interest

Altruism and the idea of "something in return"

People are motivated by basic 8 appeals

Power

Respect

Well-being

Affection

Wealth

Skill

Enlightenment

Physical and mental vitality

Clarity of messages

Timing and context

Audience and participation

Suggestions for action

Context and Structure of Messages

Surveys and polls

Examples

Statistics

Testimonials

Drama

Endorsements

Emotional Appeals

The limits of persuasion

Competing messages

Self-selection

Lack of message penetration

Self-perception

Ethics of Persuasion

Johnannesens's ethical criteria for using persuasive devices

Support claims with sound evidence and reasoning

Do not misrepresent your level of expertise

Only use relevant logical and emotional appeals

Do not conceal your intentions to deceive the audience

Do not use half-truths to distort

Do not oever simplify complex situations

Be honest about uncertainties

Do not advocate for something in which you do not believe yourself

A public relations professional should be more than a "hired gun"

Persuasive messages require truth, honesty and candor