Chp 7 Public Opinion and Persuasion PDF

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Professor Richard Clancy - Public Relations Unit...

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Chapter 7: Public Opinion and Persuasion I.

Public opinion can be powerful… A.

Power of public opinion 1. Helps motivate a group of people to action on an issue 2. Awareness and discussion lead to crystallization and consensus 3. Garners media coverage placing issue on public agenda 4. Then even more people become aware of it and motivated to take action!

B.

Public opinion constantly evolves 1. 2. 3.

II.

Society is passive Society is segmented Society is divided

Opinion leaders A.

Opinion leaders are catalysts 1. Relatively small in number (10-12% Roper Reports) 2. Evenly distributed among social, economic, educational strata 3. Help frame and define issues rooted in self-interest 4. Their influence can crystallize broader public opinion 5. PR pros attempt to influence these leaders 6. Formal opinion leaders are power leaders: take the lead to articulate positions on certain issues with the expertise and authority to do so a)

Are on a mission, have an agenda

7. Informal opinion leaders are role models: exert influence by being well-informed, articulate and credible on particular issues a)

B.

Influence by example

Theories addressing opinion leader impact 1. Two-Step flow – People rely on person-to-person communication with formal and informal opinion leaders 2. Multiple-step flow – Chain of two-step processes: public opinion is formed around views of numerous subject-matter experts who gained knowledge from media/other sources, and express opinions to attentive individuals (sequential)

Chapter 7: Public Opinion and Persuasion 3. N-step – variation of Two-Step model, recognizing People are seldom influenced by one opinion leader, but interact with different leaders around a given issue (simultaneous) 4. Diffusion – Individuals adopt new ideas or products through five stages: awareness, interest, trial, evaluation and adoption (funnel)

III.

Attentive v. Inattentive publics A. Attentive publics have interest in the issue, but rely on opinion leaders to synthesize and interpret B. Inattentive publics remain outside the opinion-formation process

IV.

Mass media role in shaping public opinion A. Media inform and influence daily B. Media can have both positive and negative effects C. Media get info, leads, insights from PR pros, who have impact 1. One scholar estimates 50% media info media comes from PR sources

D.

Communications theories about mass media effect 1. Agenda Setting: Media content influences agenda of public discussion a)

What to think about, but not what to think

2. Framing: journalist selection of facts, themes, treatments, words – Plus their interpretation – have influence 3. Conflict: a) b)

V.

Escalate vs. de-escalate Minimize & resolve vs. generate & promote

Persuasion in public opinion A.

Let’s start with a definition: The dynamics of persuasion 1. “Persuasion is an activity/process in which a communicator attempts to induce a change in the belief, attitude, or behavior of another person or group…through the transmission of a message in a context in which the persuadee has some degree of free choice”

B.

Uses of persuasion* 1.

Change or neutralize hostile opinions (Most Difficult!)

Chapter 7: Public Opinion and Persuasion 2. Crystallize latent opinions and positive attitudes 3. Maintain favorable opinions * Easiest when the message is compatible with a person’s predisposition

C.

Keep messages simple imply ‘everyone is doing it’ 1. Make the message clear - deliver in a straight-forward manner 2. Make it easy - for people to do what you are asking of them 3. Make it popular - consider The power of conformity

Chapter 7: Public Opinion and Persuasion VI. Persuasion in communication A.

Factors in persuasive communication 1. Audience analysis (beliefs, attitudes, values, concerns, lifestyles) 2. Stakeholders self-interest (practical, emotional, economic, other needs) a) Social scientists say successful persuasion largely depends on accurate assessment of audience needs and selfinterests

3. Audience participation (involvement reinforces commitment) 4. Clear suggestions for action (make it easy) 5. Source credibility (expertise, sincerity, charisma) 6. Message clarity and structure (direct, simply expressed, one key idea) 7. Appropriate channels (Tv, radio, newspapers, digital, social, face-to-face) 8. Timing and context (when/where will info be most valuable?) 9. Reinforcement (of attitudes, beliefs, values)

B.

Propaganda techniques used in persuasion 1. 2. 3. 4. 5. 6.

C.

Techniques to make a message more persuasive 1. 2. 3. 4. 5.

D.

“Plain folks” (to show empathy) Testimonials (to achieve source credibility) “Bandwagon” (implying everyone does/wants it) “Card stacking” (mislead by omission) Transfer (to something of high status) “Glittering generalities” (tie to favorable abstractions) Drama, stories, examples Surveys, polls, statistics Endorsements Causes and rationales Emotional appeals

Limits of persuasion: ‘not an exact science’ 1. Lack of message penetration and message distortion 2. Conflicting or competing messages (contrary to norms) 3. Self-selection (people you’re trying to reach may not be there)

Chapter 7: Public Opinion and Persuasion 4.

Self-perception (messages are perceived differently) a) Social judgement theory: individual Beliefs, attitudes, values affect interpretation and degree of acceptance/rejection of a message

E.

Persuasion don’ts 1. use fabricated or irrelevant evidence to support claims 2. use unsupported or illogical reasoning 3. represent yourself as an expert when you’re not 4. use irrelevant appeals to divert attention/scrutiny (smear attacks, innuendo) 5. ask people to link an idea to emotion-laden values/motives to which there is no actual connection...