Public Opinion and Persuasion

Chapter 9

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.

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.

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

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.

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.

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:

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

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.

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.

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

Persuasive Messages Moving People to Act

Such 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

Persuasive Message Techniques

Throughout history these devices have been used:

Drama helps create interest Statistics stats impress Surveys and Polls like
stats, can impress but people should read the fine print
people. Use of numbers can convey objectivity, size, and importance in a credible way that can influence public opinion and engage an audience

Testimonials using

Examples- opinions can be

bolstered and be more persuasive if supported by examples

Emotional Appeals

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) fundraising letters or commercials from nonprofit groups use this persuasive device a lot

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.

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)

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.

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)

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) ###