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- 2. Public Opinionis what most people in a particular public express about an issue that affects them. In Public Relations we are ultimately trying to get people to: ◦ Do something we want them to do. ◦ Not do something we don’t want them to do. ◦ Let us do something we want to do.
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- 4. The awarenessstage is the communication process itself. The use of publicity, communications and advertising help create awareness and reinforcement. Awareness efforts must be based on quality research to determine the attitudes and perceptions that are the foundation for certain public’s behavior.
- 5. From awareness, peoplebegin to formulate a readiness to act according to their attitudes and the influence of the communication.
- 6. Action itselfrequires some kind of triggering event such as an election in a political campaign or a sale at a clothing store. The event thus transforms readiness into actual behavior.
- 7. •Active on any andall issues All-issue publics •Inactive and disinterested Apathetic publics •Active on one or few issues Single- issue publics •Bandwagon jumpers Hot-issue publics James Grunig concluded that publics can be identified by similarities in their communication behavior. However, behavioral characteristics that segment them are unrelated to demographics.
- 8. Public Opinionis collective it is not what just one individual thinks. Beliefs and ideas must be expressed to be public opinion. The opinion must be held by the majority of people within the group. The opinion is identified with a certain group or public, not the mass of whoever is out there. The opinion is focused on a particular issue or topic. The topic must hold a particular interest to the individuals within the group.
- 9. Within our“frame of reference” we attach meaning to the world around us. We establish our own beliefs, values, and attitudes. Our “frame of reference” determines how was perceive or sense our world, and the communication of others directed toward us.
- 10. 4. People trusttheir leaders decision making more when they feel they have had a part in shaping the decision. 5. Public opinion is focused more on expected results than in methods to achieve those results. People care more about an outcome than the process to reach the outcome. 1. Opinions are influenced by actions more than words. 2. Opinion is determined by self-interest and persuasion is only effective if it is consistent with self- interest over time. 3. Information is most effective when opinion is in formative stages.
- 11. Sleeper Effect-Aindividual’s fear of social rejection or isolation may cause them not to verbalize opinions they perceive to be in the minority Silent Majority- vocal groups suppress mainstream opinions because the majority believes itself to be in the minority and, therefore, remains silent.
- 12. Measuring public opinionis not stable. It changes from moment to moment as circumstances are constantly changing. For that reason alone, any measure of public opinion is never absolutely accurate.
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