Reading from: Public Relations- Strategies and Tactics
What is Public Opinion?
- Public opinion can be hard to measure. Only a small number of people will have opinions on any given issue.
- Engaging the interest of a public will involve affecting its self interest.
Opinion Leaders as Catalysts
- Primary Catalyst in the formation of public opinion is public discussion.
- People who are knowledgeable and articulate on specific issues can be either formal opinion leaders or informal opinion leaders.
Persuasion: Pervasive in Our Lives
- The concept of persuasion has been around at least since the time of the ancient Greeks.
- This dominant view of public relations is of persuasive communications on behalf of clients.
- Persuasion can be used to change or neutralize hostile opinions.
Factors in Persuasive Communication
- Audience analysis, source credibility, appeal to self-interest, message clarity, timing and context, audience participation, suggestions for action, content and structure of messages, and persuasive speaking.
- Political or ideological persuasion, with emphasis on deceit and duplicity.
- Propaganda techniques can be the same as those used in advertising and other public relations messages.