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UT Knoxville PBRL 270 - Public Opinion
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PBRL 270 1st Edition Lecture 13 Outline of Last Lecture I. Situational Theorya. How do you get audience to pay attention?b. Why should they believe/trust?c. How will audience remember?II. Media Importance by Stagea. Influencing factorsb. Hallahan’s Integrated PR media modelc. Agenda SettingIII. What is a theory and why bother?Outline of Current Lecture I. Public Opinioni. What is it?ii. What do we know about it?iii. Public opinion surrounds an issueiv. Monitoring public opinion helps public relationsII. Theoretical Backgroundi. Media and public opinionii. Human nature and public opinionIII. Opinion LeadersIV. Aims of PR Campaignsi. What do they aim to do?ii. Appeal to self interestsiii. Keys to persuasionCurrent LectureI. Public Opinioni. What is it? The aggregate sum of individual opinions, about an issue, affecting peoplewho make up that public.ii. What do we know about it? Public opinion reacts to things Events triggered Self-interest – collectiveThese 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. Requires some level of interestiii. Public opinion surrounds an issue Like-minded individuals form a “public” Information (communication over time) determines opinion Consensus becomes “public opinion”iv. Monitoring public opinion helps public relations Understand the role of mass media (agenda setting theory; gatekeeping theory, framing theory, cultivation theory) Indentify opinion leaders (two-step flow) – the person who makes a call; others look to them for direction Monitor shifts in public opinion (spiral of silence, diffusion theory, co-orientation theory)II. Theoretical backgroundi. Media and public opinion Agenda-setting theory – topics Media-dependency theory – sources Framing theory – positioning Two-step (multi-step) flowii. Human nature and public opinion Spiral of silence Silent majority Pluralistic ignorance Bandwagon effectIII. Opinion Leaders Highly interested in the subject Opinion leaders can be formal or informal Better informed than average person Consumers of and contributors to mass media Early adopters of ideas Leaders, good organizersIV. Aims of PR Campaignsi. What do they aim to do? Persuade or change existing opinions Crystallize or form opinions Reinforce opinions Public relations is persuasive communication designed to influence specific publicsii. Appeal to self-interests Everyone is need and ego driven People choose to believe a message only when they think it is in their self-interest to do so. You have to get over the perception hurdle before you can begin to inform or motivate Know your audience, find common ground and relate A communicator’s effectiveness is increased if he/she initially expresses some views that are also held by the audienceiii. Keys to persuasion Audience analysis – psychographics Source credibility Appeal to self-interest Clarity of message Timing and context – when is the right time? What is the right context? Audience participation – steps to take; tell them how to take


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UT Knoxville PBRL 270 - Public Opinion

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Pages: 3
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