Ch9 Public Opinion

Ch9 Public Opinion - PUBLIC OPINION Key psychological...

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PUBLIC OPINION Key psychological factors: 1. Public tends to be passive 2. Majority of people are apathetic – issue does not interest them or affect them Concept of self-interest is critical How will you make your message personal ?
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PUBLIC OPINION Key psychological factors: 3. Importance of events Reactive, triggering Events of unusual magnitude will cause extreme opinion swings 4. Opinions about goals are easier to influence and coalesce than methods to reach goals
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PUBLIC OPINION Key psychological factors: 1. Most difficult: turn hostile opinions into favorable ones Dogmatism (“don’t confuse me with facts, my mind is made up”) Inclination to generalize What is preventative PR?
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PUBLIC OPINION Opinion leaders as catalysts Perceived as knowledgeable and articulate about issues See characteristics p. 216-217 (218) Formal – positions Informal – admired role models or other characteristics that exert influence
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Ch9 Public Opinion - PUBLIC OPINION Key psychological...

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