Public%20Opinion%20and%20Persuasion

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Public Opinion and Persuasion

• Chapter 9

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Defining Public Opinion

• There are many definitions but our text offers
  two popular definitions
• Public opinion is the sum of individual opinions
  on an issue affecting those individuals.
• Public opinion is a collection of views held by
  persons interested in the subject.
• Inherent in these and other definitions is the
  concept of self interest.

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How Events Form Public Opinion

• Opinion is highly sensitive to events that have
  an impact on the public at large or a particular
  segment of the public.
• By and large, public opinion does not anticipate
  events. It only reacts to them.
• Events trigger formation of public opinion.
• Events of unusual magnitude are likely to swing
  public opinion temporarily from one extreme to
  another.

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The Role of Opinion Leaders as Catalysts

• Opinion leadersFive Traits
• Highly interested in a subject or issue
• Better informed on an issue than average person
• Avid consumers of mass media
• Early adopters of new ideas
• Good organizers who can get other people to take
  action
• Two types of opinion leaders
• Formal
• informal

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Formal Opinion Leaders

• Formal opinion leaders are usually elected
  officials, presidents/CEOs of companies, or heads
  of membership groups.
• News reporters often ask such people for
  statements when a specific issue relates to their
  positions of responsibility, concern and/or
  expertise.
• People in formal leadership positions are also
  called power leaders.

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Informal Opinion Leaders

• Informal opinion leaders are those who have clout
  with peers because of some special
  characteristic.
• They may be role models who are admired and
  emulated or opinion leaders who can exert
  pressure on others to go along with something.
• Informal opinion leaders exert considerable
  influence on their peer groups by being highly
  informed, articulate, and credible on particular
  issues.
• Think about your own friends and peers who may
  influence your views on, say, music, fashion,
  entertainment choices.

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Characteristics of Opinion Leaders

• A survey of 20,000 Americans by the Roper
  Organization found that only 10 to 12 percent of
  the general public are opinion leaders.
• These influentialsthose whom other people seek
  out for advicefit the opinion leader profile of

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Opinion Leader Profile

• Active in the community
• Have a college degree
• Earn relatively high incomes
• Regularly read newspapers and magazines
• Actively participate in recreational activities
• Show environmental concern by recycling

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The Medias Role

• This chapter also examines the role of mass media
  in being a conduit in how opinion flows from
  opinion leaders to the public.
• By specializing in this transfer of information,
  PR people are major players in forming public
  opinion because they often provide the mass media
  with the information in the first place,
  theorists say.
• Some studies have found that as much as 50
  percent of what the media carry comes from PR
  sources.

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Media Effects Theories

• Agenda-Setting Theory- Does the media set the
  agenda for public discussion? People discuss what
  TV news covers and whats in the newspaper, for
  example. Through the selection of stories, the
  media may tell (indirectly/unintentionally?)
  the public what to think about, but not
  necessarily what to think, the theory goes.
• Media-Dependency Theory This is the idea that
  people are highly dependent on the media for
  information. This is especially so in crises
  situations. In such cases, PR people can be
  quite influential in controlling and shaping
  information as journalists are dependent on
  official spokespeople during the first stages of
  crises.
• Framing Theory This is how journalists select
  certain facts, themes, treatments, and even words
  to frame a story. This can play a major role
  in public perceptions of an issue or problem.
• Conflict Theory Because the media can play a
  vital role in presenting and explaining
  conflicts, it is necessary for people involved in
  public relations to know how to work effectively
  with the media to settle conflicts.

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Persuasion

• Persuasion is part of the dominant view of Public
  Relations as being about persuasive
  communications on behalf of clients.
• Persuasion can be used to
• change or neutralize hostile opinions
• crystallize latent (or already existing positive)
  opinions and positive attitudes
• conserve favorable opinions

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Persuasive Messages Moving People to ActSuch
messages often include information that appeals
to an audiences self-interest. Theme examples

• Make/Save Money
• Save Time
• Avoid Effort
• More Comfort
• Better Health
• Cleaner
• Escape Pain
• Gain Praise
• Be Popular
• Be Loved/Accepted

• Keep Possessions
• Protect Family/Reputation
• Be Stylish
• Have Beautiful Things
• Satisfy Appetite
• Be Like Others
• Avoid Trouble/Criticism
• Be an Individual
• Be Safe/Secure
• Make Work Easier

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Persuasive Message TechniquesThroughout history
these devices have been used

• Drama helps create interest and engage an
  audience
• Statistics stats impress people. Use of numbers
  can convey objectivity, size, and importance in a
  credible way that can influence public opinion
• Surveys and Polls like stats, can impress but
  people should read the fine print
• Examples- opinions can be bolstered and be more
  persuasive if supported by examples

• Testimonials using celebrity endorsers or
  victims/survivors can humanize message
• Endorsements credibility through third party
  endorsements (can be, for example, doctors,
  celebrities, national organizations, or media
  through editorials)
• Emotional Appeals fundraising letters or
  commercials from nonprofit groups use this
  persuasive device a lot

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Research on Persuasion

• Positive appeals are generally more effective
  than negative appeals for message retention and
  compliance.
• Radio and TV messages tend to be more persuasive
  than print, but if the message is complex, better
  comprehension is achieved through the print
  media.
• Strong emotional appeals and fear arousal are
  most effective when the audience has minimal
  concern about or interest in the topic.
• Logical appeals, using facts and figures, are
  better for highly educated, sophisticated
  audiences than strong emotional appeals.
• Self-interest can be a strong motivator.
• A celebrity or attractive model is most effective
  when the audience has low involvement, the theme
  is simple, and broadcast channels are used. An
  exciting spokesperson can attract attention to a
  message that may otherwise be ignored.

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Propaganda and its techniques

• Propaganda defined The deliberate and
  systematic attempt to shape perceptions,
  manipulate cognitions, and direct behavior to
  achieve a response that furthers the desired
  intent of the propagandist. (Jowett and
  ODonnell)

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Propaganda Past and Present

• In World War I and II, propaganda was associated
  with the information activities of the enemy.
  Germany and Japan were sending out propaganda
  whereas the U.S. and our allies were
  disseminating truth.
• Today, propaganda connotes falsehood, lies,
  deceit, disinformation, and duplicity.
• Social scientists say the word propaganda should
  be used only to denote activity that sells a
  belief system or constitutes political or
  ideological dogma.

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Propaganda Techniques

• Advertising and public relations messages for
  commercial purposes do use several techniques
  commonly associated with propaganda
• These techniques have interesting, colorful names
  such as

• plain folks
• testimonials
• bandwagon
• card stacking
• transfer
• glittering generalities.
• (p. 238)

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Ethical Concerns

• A student of public relations should be aware of
  propaganda techniques to make certain that he or
  she doesnt intentionally use them to deceive or
  mislead the public.
• Ethical responsibilities exist in every form of
  persuasive communication.
• (see Ethics of Persuasion bullet
  points, page 241)