Public Relations Strategies and Tactics - Chapter 5 Summary

Public Opinion and Public Relations

Public Opinion

  • Definition: Collective expression of opinion from individuals with vested interest.

  • Self-interest drives opinion.

Opinion Leaders

  • Serve as catalysts in forming public opinion with knowledge and articulation.

  • Characteristics:

    • Highly interested and informed.

    • Avid consumers of mass media.

    • Early adopters.

    • Good organizers.

  • Types:

    • Formal (power leaders).

    • Informal leaders.

Life Cycle of Public Opinion

  • Issue Definition: Activist groups raise issues.

  • Opinion Leader Involvement: Media involvement increases public awareness.

  • Public Awareness: Issue becomes a matter of public discussion.

  • Government/Regulatory Involvement: Public consensus leads to demand for government action.

  • Resolution: Authority figures draft legislation.

Flow of Opinion

  • Two-step flow theory.

  • Multiple-step flow model.

  • N-step theory.

  • Diffusion of innovation theory.

Role of Mass Media

  • PR practitioners use mass media to shape public opinion.

  • Theories:

    • Agenda Setting Theory.

    • Media Dependency Theory.

    • Framing Theory.

    • Conflict Theory.

Persuasion

  • Goal: Change/neutralize hostile opinions, crystallize latent opinions, and conserve favorable opinions.

  • Techniques:

    • Yes-yes approach.

    • Offer structured choices.

    • Seek partial commitment.

    • Ask more, settle for less.

Persuasion Research Findings

  • Positive appeals are generally more effective.

  • Radio and TV are more persuasive than print.

  • Strong emotional appeals work if the audience lacks topical interest.

  • Fear appeals work if the audience can act to prevent threats.

  • Logical appeals are better for educated audiences.

  • Altruism is a powerful motivator.

  • Celebrity spokesperson effectiveness varies.

Factors in Persuasive Communication

  • Audience Analysis: Demographics and Psychographics.

  • Source Credibility: Ethos.

  • Self-Interest Appeals: Power, respect, well-being, affection, wealth, skill, enlightenment, vitality.

  • Message Clarity.

  • Timing and Context.

  • Audience Participation.

  • Suggestions for action.

Message Context and Structure

  • Drama.

  • Statistics.

  • Surveys and polls.

  • Examples.

  • Testimonials.

  • Endorsements.

  • Emotional Appeals.

Limits of Persuasion

  • Lack of message penetration.

  • Competing messages.

  • Self-selection.

  • Self-perception.

Ethics of Persuasion

  • Support claims with evidence.

  • Do not misrepresent expertise.

  • Use relevant appeals.

  • Do not deceive or distort.

  • Be honest about uncertainties.

  • Do not advocate beliefs you don't hold.