Public opinion is shaped by opinion leaders who are well-informed and influential. The life cycle of public opinion involves issue definition, involvement of opinion leaders, public awareness, government action, and resolution. Persuasion aims to change or reinforce opinions and involves techniques like appealing to self-interest and credibility of the message source. Propaganda techniques include bandwagon appeals and transferring qualities by association. Public relations aims to ethically influence opinions through persuasive communication and analysis of the target audience.
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
Current Situation in Control Strategies and Health Systems in Philippines by ERNESTO d’J. YUSON MD, Thalassemia Center of the Philippines, Balikatang Thalassaemia
This presentation was created as a part of a public relations campaigns presentation for a course at Georgia Southern University based on the textbook requirement.
People influence each other constantly, in a variety of different ways.Social Influence Strategies are the foot-in-the-door technique (see the “Attitudes” presentation for a complete explanation), manipulating the reciprocity norm, the lowball technique, and feigned scarcity.
Public-Relations: Meaning, Components and NeedsJett Baynes
The phrase ‘public-relations’ has two words namely, ‘public’ and ‘relations’. A ‘public’ is a group of individuals having similar or common interests; an association of persons having the same interests, problems, circumstances, expectations and goals.
Mind Over Media: Presentation at Hosei University JapanRenee Hobbs
Professor Renee Hobbs reviews research on media literacy and talks about analyzing contemporary propaganda as a means to promote intellectual curiosity and intercultural understanding
Audience Analysis Sections 16.1What Is a.docxrock73
Audience Analysis
Sections 16.1
What Is an Audience Analysis?
&
Why Conduct an Audience Analysis?
Public Speaking as
Shared ActivityThe interaction between speaker and audience; speakers jointly create meaning with audiences.Public speaking is an audience-centered activity in which the speaker considers the needs and interest of the audience.Audience analysis is the process of gathering information about the people in the audience so a speaker can understand their needs, values, and expectations.Find an appropriate way to acknowledge and greet your audience.
Choose a
Worthwhile TopicYour topic should reflect regard for the audience; audiences do not want to listen to a speech that is too simple or a topic they already know a great deal about.Many students are tempted to choose an easy topic or a topic they already know a great deal about because it decreases their own workload rather than engaging audience interest.Choose a topic that is interesting enough for you to research and your audience to listen to.
Clarity is ImportantUse straightforward vocabulary and avoid convoluted sentences.
The Risk of ControversyControversial topics are topics about which people disagree.Many controversial topics confront people’s fundamental and closely-held values.There are often more than two perspectives on important controversial topics.How you treat your audience is just as important as how you treat your topic.
Adapting to
Audience NeedsAudiences differ in their perspectives and readiness to accept new ideas.Even in a homogeneous audience, an audience composed of people who are similar to one another, different listeners will understand the same ideas in different ways.Every member of every audience has his or her own frame of reference generated by their unique life experience.
Categories of
Life Experiences Demographic information refers to gender, age range, marital status, race and ethnicity, all of which impact an audience’s perspectives and needs.Socioeconomic status refers to characteristics including income, wealth, level of education, and occupational prestige.Psychographic information involves the beliefs, attitudes, values, and opinions that are most often difficult to predict.
Respecting your audience means that you avoid offending, excluding, or trivializing the beliefs and values they hold.
DiversityRefers not only to racial and ethnic groups, but also to religion, sexual orientation, body size, and physical and mental ability.
Respecting Diverse AudiencesBeing mindful of diversity means being respectful of all people and avoiding racism, ethnocentrism, stereotyping, sexism, ageism, elitism, and other assumptions.It’s easy to assume that people from a given culture are just alike, but they’re not; their social roles, life experiences, and circumstances vary.Frame of reference may be difficult to predict; for instance, we might assume that a successful businessman is primarily interested in p ...
I. Stages of Operational Competitiveness the different levels of customer con...Lena Argosino
I. Stages of Operational Competitiveness
the different levels of customer contact in the service firm
II. Classification of the different strategies in different service operation
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Memorandum Of Association Constitution of Company.pptseri bangash
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
Public Opinion and Persuasion
1. “Public opinion is the collective expression of opinion of many individuals
bound into a group by common aims, aspirations, needs, and ideals.
Sociologists describe opinion leaders as:
(1) highly interested in a subject or issue,
(2) better informed on an issue than the average person,
(3) avid consumers of mass media,
(4) early adopters of new ideas, and
(5) good organizers who can get other people to take action.
The life cycle of public opinion includes
(1) definition of the issue,
(2) involvement of opinion leaders,
(3) public awareness,
(4) government/regulatory involvement, and
(5) resolution.
Persuasion is used to
(1) change/neutralize hostile opinions,
(2) crystallize latent opinions and positive attitudes, and
(3) conserve favorable opinions.
The most common propaganda techniques are known as
(1) plain folks,
(2) testimonial,
(3) bandwagon,
(4) card stacking,
(5) transfer, and
(6) glittering generalities.
Communications
The basic objective to most public relations programs is to change or neutralize hostile
opinions, to crystallize unformed or latent opinions, or to conserve favourable opinions
by reinforcing them. This is done through persuasion. Primarily a communications
process, persuasion is an effort to convey information in such a way as to get people to
revise old pictures in their heads, or form new ones, and thus change their behaviour.
Channel – The means or pathway through which a message is transmitted from
source to receiver.
Connotative meaning – The emotional or evaluative meaning we read into words
because of our experience and background.
Context – The communications setting.
2. Denotative meaning – The common dictionary meaning of a word, generally
accepted by most people with the same language and culture.
Effect – The outcome of communications.
Feedback – The return of information to the source of a message.
Field of experience – Each person’s storehouse of experiences.
Gatekeeper – A person who has the power to control and direct the flow of
information as well as the ability to limit, expand, emphasize or interpret that
information.
Message – The content of the communicative act.
Multiple channel approach – Communicating a message through a variety of
channels, including various mass media, personal conversation, meetings, etc.
Noise – Anything that interferes with the ability to send or receive messages.
Receiver – The person who is the target (intended or unintended) of the source’s
efforts during the communication process.
Semantics – The study of the meanings of speech forms, especially of the
development and changes in meaning of words and word groups.
Source – The person who originates and transmits a message to others during the
communication process.
Stereotypes – Fixed, unchanging mental images that embrace all that is believed to
be typical of members of a given group. When we make use of stereotypes, we
categorize people or things without regard for their individual characteristics.
Theory of cognitive dissonance – A person’s tendency to avoid information that is
dissonant or opposed to her or his own point of view. Tending to seek out
information that is consonant or in support of one’s own attitudes.
Threshold of consciousness – This must be reached before an idea becomes a
factor in the attitude of an individual or group. The process through which a concept
passes from complete obscurity through the various stages of awareness in one’s
mind.
Persuasion: Pervasive in Our Lives
Richard Perloff says, “Persuasion is an activity or process in which a
communicator attempts to induce a change in the belief, attitude, or behavior of another
person or group of persons through the transmission of a message in a context in which
the persuadee has some degree of free choice.”
Professor Robert Heath of the University of Houston says:
“Public relations professionals are influential rhetors. They design, place and
repeat messages on behalf of sponsors on an array of topics that shape views of
government, charitable organizations, institutions of public education, products and
consumerism, capitalism, labor, health and leisure. These professionals speak, write
and use visual images to discuss topics and take stances on public policies at the local,
state and federal levels.
3. The Dominant View of Public Relations
The dominant view of PR is one of persuasive communication actions performed
on behalf of clients, according to Professors Dean Kruckberg at the University of
Northern Iowa and Ken Starck at the University of Iowa.
Oscar Gandy, Jr states, “The primary role of public relations is one of purposeful,
self-interested communications.”
Edward Bernays calls PR the “engineering” of consent to create “a favorable and
positive climate of opinion toward the individual, product, institution or idea which is
represented.”
Persuasion should be a dialog between points of view.
Persuasion is the freedom of speech used by every individual and organization to
influence opinion, understanding, judgment and action.
Uses of Persuasion
Persuasion is used to…
Change or neutralize hostile opinions
Crystallize latent opinions and positive attitudes
Conserve favorable opinions
The most difficult persuasive task is to turn hostile opinions into favorable ones.
People tend to ignore or disbelieve contradictory information once they’ve formed their
opinion.
People tend to generalize from personal experience and what peers tell them.
Persuasion is easier when the message is compatible with a person’s general
disposition toward a subject.
A good reputation translates to sales and donations.
The easiest form of persuasion is communication that reinforces favorable opinions.
By providing a steady stream of reinforcing messages, PR people keep the reservoir of
goodwill in sound condition.
These continual efforts to maintain the reservoir of goodwill is called preventive public
relations.
This is the most effective type of PR
Factors in Persuasive Communication
Factors involved in persuasive communication:
Audience Analysis
Source Credibility
Appeal to Self-Interest
Clarity of Message
Timing and Context
Audience Participation
4. Suggestions for Action
Persuasive Speaking
Audience Analysis
Knowledge of audience characteristics (beliefs, attitudes, lifestyles, etc.) is an essential
part of persuasion.
Persuasive messages are more effective when they take into account the audience’s
lifestyles, beliefs and concerns.
Basic demographic information is readily available through census data and can help
determine an audience’s gender, income level, education, ethnic background and age
groupings.
Other data can give information on a group’s buying habits, disposable income and
ways of spending leisure time.
Psychographics attempts to classify people by lifestyle, attitudes and beliefs.
The Values and Lifestyle Program (VALS) is routinely used in PR to help
communicators structure persuasive messages to different elements of the population.
This use of audience analysis and tailored messages in the appropriate media outlets is
called channeling.
Source Credibility
A message is more believable when the source has credibility.
Source credibility is based on three factors:
Expertise: Does the audience perceive the person as an expert?
Sincerity: Does the person come across as believing what they’re saying?
Charisma: Is the individual attractive, self-assured and articulate?
Ideally, a source will exhibit all three attributes.
Various spokespersons can be used and quoted for better credibility.
Expertise is less important if celebrities are used as spokespersons.
Their primary purpose is to cause attention to the product or service.
There are problems with celebrity spokespeople.
Sometimes the public can’t remember which celebrity endorses what, due to the high
number of celebrity endorsements.
Overexposure of a celebrity.
A celebrity’s actions might undercut the product or service.
Britney Spears was photographed drinking Coke while under contract to promote Pepsi.
The German unit of America Online portrayed tennis legend Boris Becker as a “family
man” in ads; he divorced his wife shortly thereafter.
Summary: The use of various sources for credibility depends on the type of audience
being reached. That is why audience analysis is the first step in formulating persuasive
messages.
Appeal to Self Interest
Publics become involved in issues or pay attention to messages that appeal to
their psychological or economical needs.
5. Ex: Publicity for a Personal Computer
-Consumers are interested in how the computer can make life easier for them.
* How do charitable organizations gather volunteers and donations?
Although people who volunteer are not paid for their time they do get something in
return.
-esteem
Public Relations people understand psychological needs and rewards.
Clarity of Message
o The most persuasive messages are direct
o The most persuasive messages are simply expressed
o The most persuasive messages contain only primary ideas
Public relations personnel should always ask two questions:
What do I want the audience to do with the message?
Will the audience understand the message?
An explicit request for action should be part of the message so the audience knows
what is expected of them.
Timing and Context
Public relations professionals disseminate information at the time it is most highly
valued.
A message is more persuasive if environmental factors support the message
Example: A citizens' group lobbying for a stoplight gets more attention if a major
accident has just occured at the intersection.
A message is more persuasive if the message is received within the context of other
familiar messages and situations.
Example: A manufacturer of a locking device for computer files got expensive media
coverage about its product simply because its release followed a rash of news stories
about thieves gaining access to bank accounts through computers.
Audience Participation
Getting the audience involved activates a form of self-persuasion and
commitment.
Involving people, such as employees, in problem-solving allows them to be invested
and therefore commited to making a solution work.
Distributing product samples allows a consumer to make their own judgement about its
quality, making them more likely to purchase it.
Organizing group events, such as rallies and demonstrations, gives an audience a
sense of belonging and reinforces their beliefs.
6. Suggestions for Action
A principle of persuasion is that people endorse ideas only if they are
accompanied by a proposed action from the sponsor.
Recommendations for action must be clear.
Detailed data and ideas on how to take action on recommendations should also be
provided.
Content and Structure of Messages
A number of techniques can make a message more persuasive.
o Drama- Because everyone likes a good story, the first task of a communicator is to get
the audience's attention. This is often accomplished by graphically illustrating an event
or situation.
o Statistics- Use of numbers can convey objectivity, size, and importance in credible way
that can influence public opinion. Caterplillar, got considerable media publicity for its
new 797 mining dump truck by combining statistics and some humor.
o Surveys and Polls- The most credible surveys are those conducted by independent
research organizations
o Examples- A statement of opinion can be more persuasive if some examples are given.
o Testimonials- A source of credibility, testimonials can be either explict or implied. i.e.
spokesperson for campaigns.
o Endorsements- Paid endorsements by celebrities, products and services benefit from
favorable statements by experts in what is called a third-party endorsement. Media
endorsements , usually unpaid, can come through editorials, reviews, surveys, and new
stories.
o Emotional Appeals- Fund-raising letters from nonprofit groups, in particular, use this
persuasive device.
Persuasive Speaking
Psychologists have found that successful speakers (and salespeople) use
several persuasion techniques:
o Yes-Yes: Start with points with which the audience agrees to develop a pattern of "yes"
answers. Getting agreement to a basic premise often means that the receiver will agree
to the logically developed conclusions.
o Offer structured choice: Give choices that force the audience to choose between A and
B.
o Seek partial commitment: Get a commitment for some action on the part of the receiver.
This leaves the door open for commitment to other parts of the proposal at a later date.
o Ask for more, settle for less: Submit a complete public relations program to
management, but be prepared to comporomise by dropping certain parts of the
program.
Insights
7. Motivation-Ability-Opportunity Model for Enhancing Message Processing
The following chart summarizes the various communication strategies that can be used
to reach publics who have little knowledge or interest in a particular, or service. The
object, of course, is to structure persuasive messages that attract their attention.
Enhance Motivation
Attract and encourage audiences to commence, continue processing
-Create attractive, likable messages (create affect)
-Appeal to hedonistic needs (sex, appetite, safety)
-Use novel stimuli:
o Photos
o Typography
o Oversized formats
o Large number of scenes, elements
o Changes in voice, silence, movement
o Make the most of format features:
o Format size
o Music
o Color
o Include key point in headlines
Enhance Ability
Make it easier to process the message by tapping cognitive resources
-Include background, definitions, explanations
-Be simple, clear
-Use advance organizers (e.g. headlines)
-Include synopses
-Combine graphics, text, and narration
-Use congruent memory cues
-Use specific concrete images
-Make comparison with analogies
-Include marks (logos, logotypes, trademarks)
-Frame stories using culturally resonating themes, catchphrases
Enhance Opportunity
-Expend sufficient effort to provide information
-Repeat messages frequently
-Repeat key points within text--in headlines, text, caption, illustrations, etc
-Use longer messages
8. -Feature "interactive" illustrations, photos
-Avoid distractions:
Annoying music
Excessively attractive spokespersons
Complex arguments
Disorganized layouts
-Allow audiences to control pace of processing
-Provide sufficient time
-Keep pace lively and avoid audience boredom
Propaganda
Social Scientist believe that the word propaganda should be only to denote
activity that sells a belief system or constitutes political or ideological dogmaAdvertising
and public relations messages for commercial purposes, however, do use several
techniques commonly associated with propaganda. The most common are the
following:
Plain folk. An approach often used by individual to show humble beginnings
and empathy with the average citizen.
Testimonial. A well-known expert, popular celebrity, or average citizen gives
testimony about the value of a product or the wisdom of a decision.
Bandwagon. The implication or direct statement that everyone wants the
product or that the idea has overwhelming support.
Card stacking. The selection of facts and data to build an overwhelming case on
one side.
Transfer- The technique of associating the person, product or organization with
something that has high status, visiblity, or credibility.
Glittering Generalities- The Technique of associating a cause, product, or idea
with favorable abstractions such as freedom, justice, democracy and the american
way.A student of public relations should be aware of these techniques to make certain
that he or she doesn't intentionally use them to deceive and mislead the public.
Persuasion and Manipulation
The ability to use these techniques often leads to charges that public relations
practitioners have great power to influence and manipulate people. The limitations on
effective persuasive messages can be listed as:
1. lack of message penetration
2. competing message
3. self- selection
4. self-perception
9. Lack of Message Penetration
Communicators message don't always reach target audience. Message can be
distorted and the context of the message can change.
Competing Message
Messages are filtered through a receiver's entire soical structure and belief system.
variables that filter and dilute persuasive messages.
Self- Selection
The people most wanteed in an audience are often the least likely to be there. This is
why social scientist say that the media are more effective in reinforcing existing attitudes
than in changing them.
Self-Perception
Self-perception is the channel through which message are interpreted. If they believe
something to be true and see a story challenging that belief, they assume the story is
biased or just plain wrong.
The Ethics of Persuasion.
Public relations people, by defintion, are advocate of clients and employers.
Ethic criteria for using persuasive devices that should be kept in mind by every public
relations professional:
o Do not use false, , fabricated, misrepresented, distorted, irrelevant evidence to support
arguments or claims.
o Do not intentionally use specious unsupported, or illogical reasoning.
o Do not represent yourself as informed or as an "expert" on a subject when you are not.
o Do not use irrelevant or scrutiny from the issue at hand, Among appeals that commonly
serve such a purpose are smear attacks on an opponents character, appeals to hatred
and bigotry, innuendo, and "God" or "devil" terms that cause intense but unreflective
positive or negative reactions.
o Do not ask your audience to link your idea or proposal to emotion-laden values,
motives, or goals to which it actually is not related.
o Do not deceive your audience by concealing your real purpose, your self interest, the
group you represent, or your purpose as a advocate of a viewpoint.
o Do not distort, hide, or misrepresent the number, scope, intensity, or undesirable feature
of consequences.
o Do not use emotional appeals that lack a supporting basis of evidence or reasoning or
that would not be accepted with the audience at time, an opportunity to examine the
subject itself.
o Do not over simplify complex situations into simplistic, two value, either/or, polar view or
choices.
o Do not pretend certainty when tentativeness and degrees of probability would be more
accurate.
10. o Do not advocate something in which you do not believe yourself.
References:
http://comm2330.wikispaces.com/Ch.+9-+Public+Opinion+and+Persuasion
http://amsakis.wordpress.com/2010/11/03/chapter-9-public-opinion-persuasion/
http://www.mediamiser.com/resources/pr-glossary/persuasion-and-public-opinion/