Chapter 9 Reading Notes

April 27, 2010 at 5:39 pm (Comm 2322, Reading Notes) (, , )

  • The textbook lists two common definitions of public opinion:
  1. Public opinion is the sum of individual opinions on an issue affecting those individuals.
  2. Public opinion is a collection of views held by persons interested in the subject.

Page 214 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Sociologists describe opinion leaders as:
  1. Highly interested in a subject or issue
  2. Better informed on an issue than the average person
  3. Avid consumers of mass media
  4. Early adopters of new ideas
  5. Good organizers who can get other people to take action

Page 216 Public Relations Strategies and Tactics by Wilcox and Cameron

  • A survey by the Roper Organization found that only 10 to 12 percent of the general public are opinion leader. These individuals fit the profile of:
  1. Being active in the community
  2. Having a college degree
  3. Earning relatively high incomes
  4. Regularly reading newspapers and magazines
  5. Actively participating in recreational activities
  6. Showing environmental concern by recycling

Page 217 Public Relations Strategies and Tactics by Wilcox and Cameron

  • In public relations, persuasion is used to:
  1. Change or neutralize hostile opinions
  2. Crystallize latent opinions and positive attitudes
  3. Conserve favorable opinions

Page 224 Public Relations Strategies and Tactics by Wilcox and Cameron

  • A number of factors are required for persuasive communication. These factors are:
  1. Audience analysis
  2. Source credibility
  3. Appeal to self-interest
  4. Clarity of message
  5. Timing and context
  6. Audience participation
  7. Suggestions for action
  8. Content and structure of messages
  9. Persuasive speaking

Page 226 Public Relations Strategies and Tactics by Wilcox and Cameron

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