Public Opinion and Public Opinion and PersuasionPersuasion

Chapter 9Chapter 9

Defining Public OpinionDefining Public Opinion

There are many definitions but our text There are many definitions but our text offers two popular definitions:offers two popular definitions: ““Public opinion is the sum of individual Public opinion is the sum of individual

opinions on an issue opinions on an issue affecting affecting those those individuals.” individuals.”

““Public opinion is a collection of views held by Public opinion is a collection of views held by persons persons interested interested in the subject.” in the subject.”

Inherent in these and other definitions is Inherent in these and other definitions is the concept of the concept of self interest.self interest.

How Events Form Public How Events Form Public OpinionOpinion

Opinion is highly sensitive to events that Opinion is highly sensitive to events that have an impact on the public at large or a have an impact on the public at large or a particular segment of the public.particular segment of the public.

By and large, public opinion does not By and large, public opinion does not anticipate events. It only reacts to them.anticipate events. It only reacts to them.

Events trigger formation of public opinion.Events trigger formation of public opinion. Events of unusual magnitude are likely to Events of unusual magnitude are likely to

swing public opinion temporarily from one swing public opinion temporarily from one extreme to another.extreme to another.

The Role of Opinion The Role of Opinion Leaders as CatalystsLeaders as Catalysts

Opinion leaders—Five Traits: Opinion leaders—Five Traits: Highly interested in a subject or issueHighly interested in a subject or issue Better informed on an issue than average personBetter informed on an issue than average person Avid consumers of mass mediaAvid consumers of mass media Early adopters of new ideasEarly adopters of new ideas Good organizers who can get other people to take Good organizers who can get other people to take

actionaction Two types of opinion leaders: Two types of opinion leaders:

FormalFormal informal informal

Formal Opinion LeadersFormal Opinion Leaders

Formal opinion leaders are usually elected Formal opinion leaders are usually elected officials, presidents/CEOs of companies, officials, presidents/CEOs of companies, or heads of membership groups. or heads of membership groups.

News reporters often ask such people for News reporters often ask such people for statements when a specific issue relates statements when a specific issue relates to their positions of responsibility, concern to their positions of responsibility, concern and/or expertise. and/or expertise.

People in formal leadership positions are People in formal leadership positions are also called “power leaders.” also called “power leaders.”

Informal Opinion LeadersInformal Opinion Leaders

Informal opinion leaders are those who have clout with Informal opinion leaders are those who have clout with peers because of some special characteristic. peers because of some special characteristic.

They may be role models who are admired and They may be role models who are admired and emulated or opinion leaders who can exert pressure on emulated or opinion leaders who can exert pressure on others to go along with something.others to go along with something.

Informal opinion leaders exert considerable influence on Informal opinion leaders exert considerable influence on their peer groups by being highly informed, articulate, their peer groups by being highly informed, articulate, and credible on particular issues. and credible on particular issues.

Think about your own friends and peers who may Think about your own friends and peers who may influence your views on, say, music, fashion, influence your views on, say, music, fashion, entertainment choices. entertainment choices.

Characteristics of Opinion LeadersCharacteristics of Opinion Leaders

A survey of 20,000 Americans by the A survey of 20,000 Americans by the Roper Organization found that only 10 to Roper Organization found that only 10 to 12 percent of the general public are 12 percent of the general public are opinion leaders. opinion leaders.

These “influentials”—those whom other These “influentials”—those whom other people seek out for advice—fit the opinion people seek out for advice—fit the opinion leader profile of: leader profile of:

Opinion Leader ProfileOpinion Leader Profile

Active in the communityActive in the community Have a college degreeHave a college degree Earn relatively high incomesEarn relatively high incomes Regularly read newspapers and magazinesRegularly read newspapers and magazines Actively participate in recreational activitiesActively participate in recreational activities Show environmental concern by recyclingShow environmental concern by recycling

The Media’s RoleThe Media’s Role

This chapter also examines the role of mass This chapter also examines the role of mass media in being a conduit in how opinion “flows” media in being a conduit in how opinion “flows” from opinion leaders to the public. from opinion leaders to the public.

By specializing in this transfer of information, PR By specializing in this transfer of information, PR people are major players in forming public people are major players in forming public opinion because they often provide the mass opinion because they often provide the mass media with the information in the first place, media with the information in the first place, theorists say.theorists say.

Some studies have found that as much as 50 Some studies have found that as much as 50 percent of what the media carry comes from PR percent of what the media carry comes from PR sources. sources.

Media Effects Theories Media Effects Theories Agenda-Setting Theory- Does the media set the agenda for public Agenda-Setting Theory- Does the media set the agenda for public

discussion? People discuss what TV news covers and what’s in the discussion? People discuss what TV news covers and what’s in the newspaper, for example. Through the selection of stories, the media newspaper, for example. Through the selection of stories, the media may “tell” (indirectly/unintentionally?) the public what to think may “tell” (indirectly/unintentionally?) the public what to think aboutabout, , but not necessarily but not necessarily whatwhat to think, the theory goes. to think, the theory goes.

Media-Dependency Theory– This is the idea that people are highly Media-Dependency Theory– This is the idea that people are highly dependent on the media for information. This is especially so in dependent on the media for information. This is especially so in crises situations. In such cases, PR people can be quite influential crises situations. In such cases, PR people can be quite influential in controlling and shaping information as journalists are dependent in controlling and shaping information as journalists are dependent on official spokespeople during the first stages of crises. on official spokespeople during the first stages of crises.

Framing Theory– This is how journalists select certain facts, Framing Theory– This is how journalists select certain facts, themes, treatments, and even words to “frame” a story. This can themes, treatments, and even words to “frame” a story. This can play a major role in public perceptions of an issue or problem. play a major role in public perceptions of an issue or problem.

Conflict Theory – Because the media can play a vital role in Conflict Theory – Because the media can play a vital role in presenting and explaining conflicts, it is necessary for people presenting and explaining conflicts, it is necessary for people involved in public relations to know how to work effectively with the involved in public relations to know how to work effectively with the media to settle conflicts.media to settle conflicts.

PersuasionPersuasion

Persuasion is part of the dominant view of Persuasion is part of the dominant view of Public Relations as being about Public Relations as being about “persuasive communications on behalf of “persuasive communications on behalf of clients.” clients.”

Persuasion can be used to:Persuasion can be used to: change or neutralize hostile opinionschange or neutralize hostile opinions crystallize latent (or already existing positive) crystallize latent (or already existing positive)

opinions and positive attitudesopinions and positive attitudes conserve favorable opinions conserve favorable opinions

Persuasive Messages– Moving People to ActPersuasive Messages– Moving People to ActSuch messages often include information that appeals to an audience’s Such messages often include information that appeals to an audience’s

self-interest. Theme examples:self-interest. Theme examples:

Make/Save MoneyMake/Save Money Save TimeSave Time Avoid EffortAvoid Effort More ComfortMore Comfort Better Health Better Health CleanerCleaner Escape PainEscape Pain Gain PraiseGain Praise Be PopularBe Popular Be Be Loved/AcceptedLoved/Accepted

Keep PossessionsKeep Possessions Protect Family/ReputationProtect Family/Reputation Be StylishBe Stylish Have Beautiful ThingsHave Beautiful Things Satisfy AppetiteSatisfy Appetite Be Like OthersBe Like Others Avoid Trouble/CriticismAvoid Trouble/Criticism Be an IndividualBe an Individual Be Safe/SecureBe Safe/Secure Make Work Easier Make Work Easier

Persuasive Message TechniquesPersuasive Message TechniquesThroughout history these devices have been used:Throughout history these devices have been used:

Drama– Drama– helps create interest helps create interest and engage an audienceand engage an audience

Statistics– Statistics– stats impress stats impress people. Use of numbers can people. Use of numbers can convey objectivity, size, and convey objectivity, size, and importance in a credible way that importance in a credible way that can influence public opinioncan influence public opinion

Surveys and Polls– Surveys and Polls– like like stats, can impress but people stats, can impress but people should read the fine print should read the fine print

Examples- Examples- opinions can be opinions can be bolstered and be more persuasive bolstered and be more persuasive if supported by examplesif supported by examples

Testimonials– Testimonials– using using celebrity endorsers or celebrity endorsers or victims/survivors can victims/survivors can humanize messagehumanize message

Endorsements– Endorsements– credibility credibility through “third party through “third party endorsements” (can be, for endorsements” (can be, for example, doctors, celebrities, example, doctors, celebrities, national organizations, or national organizations, or media through editorials)media through editorials)

Emotional Appeals– Emotional Appeals– fundraising letters or fundraising letters or commercials from nonprofit commercials from nonprofit groups use this persuasive groups use this persuasive device a lotdevice a lot

Research on PersuasionResearch on Persuasion Positive appeals are generally more effective than negative appeals Positive appeals are generally more effective than negative appeals

for message retention and compliance.for message retention and compliance. Radio and TV messages tend to be more persuasive than print, but Radio and TV messages tend to be more persuasive than print, but

if the message is complex, better comprehension is achieved if the message is complex, better comprehension is achieved through the print media.through the print media.

Strong emotional appeals and fear arousal are most effective when Strong emotional appeals and fear arousal are most effective when the audience has minimal concern about or interest in the topic.the audience has minimal concern about or interest in the topic.

Logical appeals, using facts and figures, are better for highly Logical appeals, using facts and figures, are better for highly educated, sophisticated audiences than strong emotional appeals.educated, sophisticated audiences than strong emotional appeals.

Self-interest can be a strong motivator.Self-interest can be a strong motivator. A celebrity or attractive model is most effective when the audience A celebrity or attractive model is most effective when the audience

has low involvement, the theme is simple, and broadcast channels has low involvement, the theme is simple, and broadcast channels are used. An exciting spokesperson can attract attention to a are used. An exciting spokesperson can attract attention to a message that may otherwise be ignored. message that may otherwise be ignored.

Propaganda and its techniquesPropaganda and its techniques

Propaganda defined: “The deliberate and Propaganda defined: “The deliberate and systematic attempt to shape perceptions, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior manipulate cognitions, and direct behavior to achieve a response that furthers the to achieve a response that furthers the desired intent of the propagandist.” desired intent of the propagandist.” (Jowett and O’Donnell)(Jowett and O’Donnell)

Propaganda: Past and PresentPropaganda: Past and Present

In World War I and II, propaganda was In World War I and II, propaganda was associated with the information activities of associated with the information activities of the enemy. Germany and Japan were the enemy. Germany and Japan were sending out “propaganda” whereas the U.S. sending out “propaganda” whereas the U.S. and our allies were disseminating “truth.” and our allies were disseminating “truth.”

Today, propaganda connotes falsehood, lies, Today, propaganda connotes falsehood, lies, deceit, disinformation, and duplicity.deceit, disinformation, and duplicity.

Social scientists say the word propaganda Social scientists say the word propaganda should be used only to denote activity that should be used only to denote activity that sells a belief system or constitutes political or sells a belief system or constitutes political or ideological dogma.ideological dogma.

Propaganda TechniquesPropaganda Techniques

Advertising and public Advertising and public relations messages relations messages for commercial for commercial purposes do use purposes do use several techniques several techniques commonly associated commonly associated with propagandawith propaganda

These techniques These techniques have interesting, have interesting, colorful names such colorful names such as:as:

““plain folks”plain folks” ““testimonials”testimonials” ““bandwagon” bandwagon” ““card stacking”card stacking” ””transfer” transfer” ““glittering glittering

generalities.” generalities.” (p. 238)(p. 238)

Ethical ConcernsEthical Concerns

A student of public relations should be A student of public relations should be aware of propaganda techniques to make aware of propaganda techniques to make certain that he or she doesn’t intentionally certain that he or she doesn’t intentionally use them to deceive or mislead the public. use them to deceive or mislead the public.

Ethical responsibilities exist in every form Ethical responsibilities exist in every form of persuasive communication.of persuasive communication.

(see “Ethics of Persuasion” bullet points, page 241) (see “Ethics of Persuasion” bullet points, page 241)

######