This preview shows page 1. Sign up to view the full content.
Unformatted text preview: e. Behavioral change f. Laswell who says what to whom and with what effect whats 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 youre not interested/if you dont agree with it cant 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)...
View Full Document
- Spring '08
- Public Relations