Unformatted text preview: e. Behavioral change f. Laswell “who says what to whom and with what effect” – what’s the impact of what you say IV) Public Opinion a. Collection of views held by those interested in a subject V) Persuasion a. Primarily reinforcement b. Source credibility (expertise, sincerity, charisma, celebrity) c. Appeal to self-interest d. Clarity e. Timing/context – med ad during bad weather f. Drama – inspirational VI) Limits of Persuasion a. Lack of message penetration b. Competing messages c. Self-selection (if you’re not interested/if you don’t agree with it can’t impact you) d. Self-perception (different people receive messages differently) VII) How to Reach the Audience a. Repetition b. Slogans c. Timing (red cross – got more blood after 9/11)...
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- Spring '08
- Public Relations, tax deductions, Laswell, fri afternoon