This document discusses public opinion and persuasion. It begins by defining public opinion and explaining how opinion leaders influence public opinion through knowledge and articulation of issues. It then discusses theories of how public opinion flows from opinion leaders to the public via mass media and interpersonal communication. The document focuses on the role of persuasion in public relations and factors to consider for effective and ethical persuasive campaigns, such as audience analysis, source credibility, message clarity, and ensuring persuasive messages are supported by evidence.

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Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 9
Public Opinion: Role, Scope, and
Implications

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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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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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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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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
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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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The Dominant View of
Public Relations
 Uses of persuasion
Change or neutralize
hostile opinions,
Crystallize latent
opinions and positive
attitudes and
Conserve favorable
opinions

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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

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 Formulating persuasive messages
 Yes-yes
 Offer structured choice
 Seek partial commitment
 Ask for more, settle for less
The Dominant View of
Public Relations, cont.

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 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.

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Factors in Persuasive
Communication
 Audience analysis
Demographics
Psychographics
 Source credibility
Ethos
The 3 factors
Problems with
celebrities

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 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.

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Factors in Persuasive
Communication, cont.
 Clarity of message
 Timing and context
 Audience participation
 Suggestions for action

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Context and Structure of
Messages
 Drama
 Statistics
 Surveys and polls
 Examples
 Testimonials
 Endorsements
 Emotional Appeals

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The Limits of Persuasion
 Lack of message penetration
 Competing messages
 Self-selection
 Self-perception

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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

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Ethics of Persuasion, cont.
 A public relations professional should be more
than a “hired gun”
 Persuasive messages require truth, honesty,
and candor