jour ch4 - Public Opinion Public Opinion Chapter 4...

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Unformatted text preview: Public Opinion Public Opinion Chapter 4 Public Opinion Influencing public opinion remains at the heart of professional public rela=ons work. Public Opinion Public rela=ons programs are designed either to: 1.  Change opinions 2.  Develop opinions 3.  Strengthen opinions Defined  ­ •  is the aggregate of many individual opinions on a par=cular issue that affects a group of people. •  Represents a consensus. Public Opinion Public rela=ons programs are designed either to: 1.  Persuade people to change their opinion on an issue, product, or organiza=on; 2.  Crystallize uninformed or undeveloped opinions; or 3.  Reinforce exis=ng opinions Public Opinion Public – a group of people who share a common interest in a specific subject. Opinion  ­ the expression of an aPtude on a par=cular topic. 1 APtudes Opinions Start With APtudes APtudes Opinions Evalua=ons people make about a specific problems or issues Ac=ons APtudes Based on a number of characteris=cs •  Cultural – lifestyle or geographic area •  Educa=onal – level and quality •  Religious – beliefs about God, higher power •  Social Class – posi=on within society •  Race – ethnic origin APtudes •  Research indicates that aPtudes and behaviors are situa=onal – influenced by specific issues in specific situa=ons. Nonetheless, when others with similar aPtudes reach similar opinions, a consensus or public opinion is formed. •  P. 65 Text Polls How To Gauge Public Opinion •  •  •  •  •  •  •  Personal contact Media reports Field reports Le_ers and phone calls Advisory commi_ee Staff mee=ngs Polls •  Scien=fic –  Sample, ques=onnaire, •  Internet –  Convenience poll 2 Public Opinion & Image •  Image – to call up a mental picture; representa=on; idea; concept •  Corporate image  ­ feelings consumers and businesses have about an organiza=on as well as evalua=ons of individual brands •  Build stakeholder trust and loyalty Image •  •  •  •  Apple Google Berkshire Hathaway Southwest Airlines Procter & Gamble •  Is a fragile commodity •  Public trust •  Reputa=on Management –  Defined – aligns communica=on with an organiza=on s character and ac=on –  Deeds not words Forbes Celebrity 100 World’s Most Powerful Celebri=es 1.  Lady Gaga (First in Web& Social) 2.  Oprah Winfrey ($290 million) 3.  Jus=n Bieber 4.  U2 5.  Elton John 6.  Tiger Woods 7.  Taylor Swij 8.  Bon Jovi Corporate Organiza=onal Individual Spokespersons Fortune Most Admired Companies 1.  2.  3.  4.  5.  The Corporate Image 6.  Coca ­Cola 7.  Amazon.com 8.  FedEx 9.  Microsoj 10. McDonalds Persuasion Persuasion is an activity or process in which a communicator attempts to induce a change in belief, attitude, or behavior of another person or group of persons through the transmission of a message in a context in which the persuadee has some degree of free choice. 3 Persuasion Persuasion What kinds of evidence persuade people? Uses of Persuasion Change or neutralize hos=le opinion Crystallize latent opinions and posi=ve aPtudes Conserve favorable opinions Persuasion Aristotle – three forms of persuasion 1.  An appeal to reason 2.  An appeal to emo)ons 3.  An appeal based on personality or character The appeal depends on what you are saying, when and where you are saying it, and to who you are saying it –  Facts – are indisputable –  Emo=ons – love, hate, family, patrio=sm –  Personalizing – personal experiences –  Appealing to you – What s in it for me Persuasion vs. Propaganda •  Persuasion = influence •  Propaganda = manipula=on Propaganda Propaganda is 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 4 ...
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