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11thEd_Wilcox_PPT_Chapter09.ppt
- 1. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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- 2. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Chapter 9
Public Opinion: Role, Scope, and
Implications
- 3. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
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
- 4. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
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
- 5. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
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
- 6. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Types of Leaders
Formal, or power opinion leaders
Informal opinion leaders
“Influentials” profiled as…
Being active in the community
Having a college degree
Earning a relatively high income
Regularly reading newspapers and magazines
Actively participating in recreational activities
Showing environmental concern by recycling
- 7. The Flow of Opinion
Two-step flow theory
Multiple-step flow model
N-step theory
Diffusion of innovation theory
Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
- 8. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
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
- 9. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
The Dominant View of
Public Relations
Uses of persuasion
Change or neutralize
hostile opinions,
Crystallize latent
opinions and positive
attitudes and
Conserve favorable
opinions
- 10. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
The Dominant View of
Public Relations, cont.
Persuasion in negotiation
Organizations and publics want to position
themselves to be most influential
How can public relations help here?
Changes minds and behaviors or target audiences
- 11. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Formulating persuasive messages
Yes-yes
Offer structured choice
Seek partial commitment
Ask for more, settle for less
The Dominant View of
Public Relations, cont.
- 12. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Findings from Persuasion Research
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
action to prevent threats
Logical appeals are better for educated audiences
Altruism can be a powerful motivator
Celebrity spokespersons vary in effectiveness
The Dominant View of
Public Relations, cont.
- 13. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Factors in Persuasive
Communication
Audience analysis
Demographics
Psychographics
Source credibility
Ethos
The 3 factors
Problems with
celebrities
- 14. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
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
Factors in Persuasive
Communication, cont.
- 15. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Factors in Persuasive
Communication, cont.
Clarity of message
Timing and context
Audience participation
Suggestions for action
- 16. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Context and Structure of
Messages
Drama
Statistics
Surveys and polls
Examples
Testimonials
Endorsements
Emotional Appeals
- 17. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
The Limits of Persuasion
Lack of message penetration
Competing messages
Self-selection
Self-perception
- 18. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Ethics of Persuasion
Johnannesen’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 oversimplify complex situations
Be honest about uncertainties
Do not advocate for something in which you do not
believe yourself
- 19. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Ethics of Persuasion, cont.
A public relations professional should be more
than a “hired gun”
Persuasive messages require truth, honesty,
and candor