Archive | 4:34 pm

Public Opinion and Persuasion

1 Nov

Public Opinion and Persuasion

Chapter 9

Text: Public Relations Strategies and Tactics-9th Edition-Wilcox, D. & Cameron, G.

What “public opinion” ?

                “Public opinion is the collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs, and ideals.”

Opinion Leaders as Catalysts

                People who are knowledgeable and articulate about specific issues.

  1. Highly interested in a subject or issue
  2. Better informed than average person
  3. Avid consumer of mass media
  4. Early adopter
  5. Good organizers who can get others to take action

Types of Leaders

                Formal opinion leaders and informal opinion leaders.

  1. Active in community
  2. College degree
  3. Earning relatively high income
  4. Regularly reading newspaper and magazines
  5. Actively participates in recreational activities
  6. Shows environmental concern by recycling.

The Role of Mass Media

                Agenda-setting theory, media-dependency theory, framing theory, and conflict theory.

Persuasion: Pervasive in Our Lives

                Uses of persuasion

  1. Change or neutralize hostile opinions
  2. Crystallize latent opinions and positive attitudes
  3. Conserve favorable opinions.

Factors in Persuasive Communication

  1. Audience analysis 2. Source credibility 3. Appeal of self-interest 4. Clarity of message 5. Timing and context 6. Audience participation 7. Suggestions for actions 8. Content and structure of messages 9. Persuasive speaking


                Plain folks, testimonial, bandwagon, card stacking, transfer, and glittering generalities.

Persuasion and Manipulation

                Effective persuasive messages can be listed as:

  1. Lack of message penetration
  2. Competing messages
  3. Self-selection
  4. Self-perception

Ethics of Persuasion

                List on p. 241



1 Nov

Evaluation– Chapter 8- COMM 2322

Text: Public Relations Strategies and Tactics-9th Edition-Wilcox, D. & Cameron, G.

The Purpose of Evaluation

            The fourth step of the public relations process.

            “It is the measurement of results against established objectives set during the planning process”   


            The prerequisites for evaluation

Current Status and Measurement and Evaluation

            Ability to tell clients and employers exactly what has been accomplished.

**Evaluate the Measurement of production, message exposure, audience awareness, audience attitudes, and audience action.

Measurement of Supplemental Activities

            Communication audits, pilot tests and split messages, meeting and event attendance, and newsletter readership.

            A newsletter, newspaper, or brochures is evaluated by

                        Content analysis, readership interest surveys, readership recall of articles read, application of readability formulas, and the use of advisory boards.

Writing for Radio and Television

1 Nov

Writing for Radio and Television

Chapter 9- Reading Notes

Text: Public Relations Writing and Media Techniques-6th Edition-Wilcox, D.

The Wide Reach of Broadcasting

            Radio reaches 94 percent of adults over the age of 18 on a daily basis.


            Radio News Releases

                        Format: very different formatting from a news release.

                                    Must include length of announcement.

            Audio News Releases

                        Format: 60 seconds, easy to read.

                                    Double-spaced, easy to read on the spot.

                                    Write out numbers- one thousand NOT 1,000

                        Production- carefully written and accurately timed scripts

                        Delivery- PR Professional must notify the news department that an ANR is available

            Tips: Topicality, Timeliness, Localization, Humanization, Visual appeal.

            Public Service Announcements

                        Defined by the FCC as an unpaid announcement that promotes the programs of government or nonprofit agencies for the public interest.

                        30 or 60 seconds

                        Format: uppercase and double-spaced.

                        Adding sound

            Radio Media Tours

                        Spokesperson conducting a series of round-the-country, one-on-one interviews from one central location.


            Video News Releases

            Public Service Announcements

            Satellite Media Tours

                        Equivalent to radio media tour

Personal Appearances and Product Placements

            Talk Shows

            Magazine Shows

            Product Placement

            Radio Promotions

            Community Calendars

            Documentary Videos