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 
 
Public opinion is the constant forming and
revising of people’s opinions on public
figures, organizations and issues.
Opinion leaders are knowledgeable experts
who articulate opinions about specific issues
in public forums.
 They are people who, because of their interest and
knowledge of a subject, become experts and inform
others.
 Opinion leaders help frame and define issues that often
have their roots in an individuals self-interests.
 PR professionals attempt to influence these leaders as
they seek to influence the public at large.
 Multiple Step Flow
 The N-Step Theory
 Diffusion Theory
Opinion makers gather information from the
mass media and other outlets which they
share with people.
2 Kinds of Public
• Attentive Public
Rely on opinion leaders to
interpret messages for them.
• Inattentive Public
Unaware and remain outside of
the opinion-formation process.
Individuals are seldom influenced by just one
opinion leader, rather, they interact with many
different leaders.
Individuals adopt new ideas in five stages:
1. Awareness of an issue
2. Interest in an issue
3. Trial
4. Evaluation
5. Adoption
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 person has some degree of free
choice.
Change or neutralize hostile opinions
Crystallize dormant opinions and positive
attitudes.
Maintain favorable opinions
 Point 1
• Audience Analysis
Knowledge of audience characteristics such as
beliefs, attitudes, values, socio-economic status,
age, gender, ethnicity, and education level
are essential parts of persuasion.
• Appeal to Self-Interest
People are more apt to care about issues that
closely affect them. People become involved
in issues that appeal to their psychological,
economic or situational needs.
 Point 2
• Audience Participation
Attitude and beliefs are change
or enhanced by audience
involvement and participation.
• Suggestion for Action
Recommendations to actions
must be easy to follow.
 Point 3
• Source Credibility
It is based on three factors:
Expertise: Does the audience perceive the
speaker as an expert on the subject?
Sincerity: Does the person seem sincere?
Charisma: Is the person attractive and articulate?
• Clarity of Message
The most persuasive messages are direct,
simply expressed, and contain one primary idea.
 Point 4
• Timing and Context
A message tends to be more persuasive if the
environmental factors support the message. Timing
and context also influences the media’s desire to
pick up a story/news.
• Channels
Different media channels can be used for
diverse public relation purposes. Like TV conveys
strong visuals, Radio is flexible and reaches target
audiences quickly, newspaper can offer in-depth
information, and Facebook can allow companies
access to millions of people.
 Lack of message penetration
 Conflicting messages
 Self-selection
 Self-perception

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Public opinion and Persuasion

  • 3. Public opinion is the constant forming and revising of people’s opinions on public figures, organizations and issues.
  • 4. Opinion leaders are knowledgeable experts who articulate opinions about specific issues in public forums.
  • 5.  They are people who, because of their interest and knowledge of a subject, become experts and inform others.  Opinion leaders help frame and define issues that often have their roots in an individuals self-interests.  PR professionals attempt to influence these leaders as they seek to influence the public at large.
  • 6.  Multiple Step Flow  The N-Step Theory  Diffusion Theory
  • 7. Opinion makers gather information from the mass media and other outlets which they share with people. 2 Kinds of Public • Attentive Public Rely on opinion leaders to interpret messages for them. • Inattentive Public Unaware and remain outside of the opinion-formation process.
  • 8. Individuals are seldom influenced by just one opinion leader, rather, they interact with many different leaders.
  • 9. Individuals adopt new ideas in five stages: 1. Awareness of an issue 2. Interest in an issue 3. Trial 4. Evaluation 5. Adoption
  • 10. 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 person has some degree of free choice.
  • 11. Change or neutralize hostile opinions Crystallize dormant opinions and positive attitudes. Maintain favorable opinions
  • 12.  Point 1 • Audience Analysis Knowledge of audience characteristics such as beliefs, attitudes, values, socio-economic status, age, gender, ethnicity, and education level are essential parts of persuasion. • Appeal to Self-Interest People are more apt to care about issues that closely affect them. People become involved in issues that appeal to their psychological, economic or situational needs.
  • 13.  Point 2 • Audience Participation Attitude and beliefs are change or enhanced by audience involvement and participation. • Suggestion for Action Recommendations to actions must be easy to follow.
  • 14.  Point 3 • Source Credibility It is based on three factors: Expertise: Does the audience perceive the speaker as an expert on the subject? Sincerity: Does the person seem sincere? Charisma: Is the person attractive and articulate? • Clarity of Message The most persuasive messages are direct, simply expressed, and contain one primary idea.
  • 15.  Point 4 • Timing and Context A message tends to be more persuasive if the environmental factors support the message. Timing and context also influences the media’s desire to pick up a story/news. • Channels Different media channels can be used for diverse public relation purposes. Like TV conveys strong visuals, Radio is flexible and reaches target audiences quickly, newspaper can offer in-depth information, and Facebook can allow companies access to millions of people.
  • 16.  Lack of message penetration  Conflicting messages  Self-selection  Self-perception