Chapter 9 ” Public Opinion and Persuasion”

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

Opinion Leaders and Catalyst

  • Types of Leaders
  • Formal opinion leaders (power leaders)
  • Informal opinion leaders (role models)

The Role of Mass Media

  • Information from  a public relations sourece can be efficiently and rapidly disseminated to millions of people.

Persuasion: Pervasive in Our Lives

  • The dominant view of public relations is one of persuasive communication actions performed on behalf of clients.
  • Uses of persuasion :  change or neutralize hostile opinions, crystallize latent opinions and positve attitudes, and conserve favorable opinions.

~ by BHUG on April 5, 2009.

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