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Public Opinion Public opinion drives most of societys culture and mores' But practitioners can influ

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But practitioners can influence opinion, both emotionally and rationally. ... 5. Time: Opinion must marinate. Not initial strong reaction on the 6 o'clock news. ... – PowerPoint PPT presentation

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Title: Public Opinion Public opinion drives most of societys culture and mores' But practitioners can influ


1
Public OpinionPublic opinion drives most of
societys culture and mores. But practitioners
can influence opinion, both emotionally and
rationally. Bagin Fulginiti on p. 39
2
Public Opinion
  • How it forms
  • Difference between true and false opinion
  • Attitude roots for opinion
  • Six moments of persuasion
  • Profiling and ranking audiences

3
Laswell Model
  • Who says (sender)
  • What (coded message)
  • To whom (receiver)
  • Through what channel (decoded message)
  • With what effect (meaning)

4
Shannon Weaver Model
  • Claude Shannon (1916-2001) Mathematician, ATT
  • Warren Weaver (1894-1978) Engineer, Mathematician

5
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6
Information
  • What a person knows about an issue can determine
    how a person feels about the issue and whether
    the person will do anything about it.

7
Attitude
  • A predisposition to act.
  • A mindset.
  • A readiness to do something.

8
Opinion
  • Outward expression of an attitude.
  • Could be a word, action, vote gesture, or nod of
    the head.
  • Outward and observable act.

9
Three Effects on the Receiver
  • What audiences know (information)
  • How audiences feel (attitude)
  • What audiences do (behavior)

10
Influencing Attitudes and Opinion
  • PR Action Plan
  • Detect Behavior.
  • Discover Underlying Attitudes.
  • Modify Attitudes.
  • Influence Behavior.

11
Where attitudes come from
  • History
  • Upbringing
  • Education
  • Religion
  • Affiliation
  • Race
  • Gender
  • Genetic Characteristics

12
Temporary Change
  • Sometimes all you need is a temporary change in
    an attitude to change behavior.

13
Public Opinion
  • Accumulation of individual opinion, on an
    important issue, in public debate.
  • The contest for public approval of people and
    organizations drives PR activity.
  • Not polls, but a favorable supportive action by a
    targeted audience.

.
14
Hedging and Wedging
  • James Grunig audiences can hold negative and
    positive attitudes at the same time. The
    negative attitudes can still harm an organization.

15
Not necessarily majority opinion
  • Several public opinions can exist about the same
    issue without a any one having a majority.
  • Sub-issues can create a multiplicity of opinion.

16
Gain Support First
  • Most publics dont want to be the first to adopt
    an idea. Gain support for a message before you
    beam it to the public. Show support to gain
    support.

17
Serious Issues
  • True public opinion cant exist over
    insignificant issues.
  • If the issue isnt important enough, it will be
    difficult to generate public opinion sufficient
    enough to change the behavior of important
    publics.
  • The public must perceive important consequences
    or its just reaction.

18
Messages and Meaning
  • The message sent isnt always the one received.

19
Need for Debate
  • Informed decisions yield more reliable opinion.
  • PR people use public media to get out messages,
    but the public must believe those channels.

20
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21
Cracked Egg
  • 1. Mass Sentiment Latent attitudes need to be
    activated.
  • 2. Incident or Issue Columbine leads to
    attitudes about gun control, school security,
    etc. PR People speeches, demonstrations, letter
    writing campaigns, ads, research reports, etc.

22
More Cracked Egg
  • 3. Pro/Con Publics Form Incidents lead to pro
    and con publics. PR People profile emerging
    publics to detect strength and source of
    attitudes.
  • 4. Debate Publics clarify their own position and
    adopt theirs, anothers, or form a new one. PR
    People see what has worked in the past.

23
Even More Cracked Egg
  • 5. Time Opinion must marinate. Not initial
    strong reaction on the 6 oclock news.
  • 6. Public Opinion
  • Accumulation of individual opinion.
  • On an important issue.
  • In public debate.
  • Affecting the lives of the public.
  • (PR People often cite public opinion as evidence)

24
Last Pieces of Cracked Egg
  • 7. Social Action At conclusion of opinion
    formation, groups take action to affect societys
    behavior. PR People suggest action you want to
    take place.
  • 8. Mass Sentiment Action such as laws can
    solidify opinion further. PR People winning
    side agree with new mass sentiment. Losing side
    disagree.

25
Elihu Katz (PENN) Paul Lazarsfeld (1901-1976)

26
Media Relations
  • PR counselors persuade the media to carry their
    organizations messages and it can filter down to
    publics.

27
Persuasion
  • Its like curved space.
  • People actually persuade themselves.
  • Influence works best when someone wants to be
    influenced and wants to gain a value.
  • Indirect or intangible. To flow into.

28
Influence Formula
  • Best Interest Least Trouble Influence
  • To influence you must reach audiences, identify
    with audiences basic and higher needs bond
    with audiences values, and be tailor-made to the
    moment.

29
More Persuasion
  • Familiarity were one of you.
  • Identification we want what you want.
  • Clarity crisp clear messages.
  • Action ask for something specific.

30
Know, Feel Do
  • Message recipe knowledge, attitudes and
    behavior.
  • To be persuasive, you must decide which
    combination of the three you want.

31
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32
Moments of Persuasion
33
Hitting the Mark
  • Beaming a message to an unavailable public is
    like talking to a dead phone.

34
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35
Listening
  • Good listening is willing entrapment for mutual
    benefit.

36
Persuasive Audience Probability
37
Fraction of Selection Formula
  • Benefit/EffortAmount of constraint
  • Reward/Effort relationship
  • Great Reward/Little EffortAudience does what you
    want
  • Great Reward/Great EffortAudience doesnt do
    what you want

38
Listening with Feedback
  • Paraphrase senders meaning.
  • Accept senders attitude about the message.
  • Ask a question about the messages meaning.

39
Making a Winning Argument
  • Behavior, Information Attitude Statements
  • Picture Words
  • Cases Scenarios
  • Groups
  • Media

40
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