JOURN 4256 1st Edition Lecture 7Outline of Last Lecture I. PR newsII. Formative research in the real worlda. Research processb. Surveysi. Likert scalec. Focus groups d. InterviewsOutline of Current Lecture III. Setting the Agenda- public opinion and persuasionIV. Opinion leaders V. Life cycle of public opinionVI. Flow of public opinion modelsVII. Role of mass mediaVIII. How PR fits in a. Persuasion techniquesIX. 6 principles of persuasionX. Factors in persuasion These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Current LectureSetting the Agenda- Public opinion and persuasion:Opinions on controversial issues that one can express in public without isolating themselves-Public opinion is elusive and difficult to measure-Its collective expression of opinion of many individuals bound into a group-Formed by people who have a vested or self-interest in an issue-Opinion is determined by self-interest-Often surrounds issues of contention-Doesn’t have to be the majority-Press can perpetuate it by looking for sources from both sidesOpinion leaders:-Opinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issuesSociologists describe them as:-Highly interested in a subject or issue-Better informed-Avid consumers of mass media-Early adopters of new ideas-Good organizers who can get other people to take action Life cycle of public opinion:-Define the issue-Involve opinion leaders-Public awareness-Government/regulatory involvement-ResolutionsThe flow of opinion:-Two-step flow model-Created in 1940s-Mass media have minimal effect-It’s actually votes relying on person-to-person contact with formal and informal opinion leaders -Multi-step flow model-Revision of Two-step-Starts with opinion makers who take massive amounts of info and share with public-“Attentive public” interested in the issues, but want opinion leaders to tell them how to think about them-“Unattentive public” eventually will become interested-N-step theory -Variation of Two-step-Individuals seldom are influenced by just on opinion leader, but interact with various opinion leaders/voices around an issueThe role of mass media:-Via mass media, public relations practitioners become major players in forming public opinion-Often provide the mass media with the information Theories:Agenda Setting Theory-Media tells people what is important and what is notMedia dependency-Media becomes dependent on spokespeople for the tone and content of a story-Often occurs in a crisisFraming-Two types: media framing and audience framing-Is a continuous process where behavior, attitudes, cognition, and affected states of individuals are involved in how they interpret issues How PR fits in:-Use of persuasion-Change or neutralize hostile opinions-Crystallize latent opinions and positive attitudes-Conserve favorable opinions-Persuasions in negotiation Persuasion techniques:Yes-yes-Start with points where the audience agrees to develop a pattern of “yes” answersStructured choice-Make audience choose between A and BPartial commitment-Get audience to commit to something to open the door to other ideas Research says:-Positive better than negative-Radio and TV better than print-Emotion and fear are good for low interest-Logic better than emotion for highly educated-Altruistism needs good motivator-Celebrities effective when there is low involvement, a simple theme, or a video is used6 principles of persuasion:-People like those who like them (Liking)-People repay in kind (Reciprocity)-People follow the lead of others (Social proof)-People fulfill written, public and voluntary commitments (Consistency)-People defer to experts who provide shortcuts requiring specialized (information Authority)-People value what is scarce (Scarcity)Factors in persuasion:Audience analysis-Psychographics Source credibility-Character-Expertise, sincerity, charisma (Three Factors)-Problems with celebsAppeal to self-interest-Altruism and the idea of “something in return”Other factors:-Clarity of message-Timing and context-Audience participation-Calls to action Persuasion in messages:-Drama-Statistics-Surveys and polls-Examples-Testimonials-Endorsements-Emotional appeals Limits of persuasion:-Lack of message penetration-Competing