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