Test II study guide PR 02/23/2011
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The book discusses the nature of public opinion at length – what it
is, what some of the key characteristics are. Know them.
Public opinion: collective expression of opinion of many individuals bound
into a group by common aims, aspirations, needs, and ideals.
Characteristics
People who have are or interested or have vested or self interest form the
public opinion
Opinion is determined by self interest but only if the events have to do
with a relationship or if there is a general concern.
Opinion doesn’t remain for a long period of time unless there are
reoccurring events that sustain it
Once self interest is involved opinion is not easily changed.
Opinion is sensitive only if it affects the public at large or targets a specific
group.
Events of unusual magnitude swing public opinion from one side to the
other
I mentioned in the lecture that there were three key factors critical to the
success of a persuasion effort. They relate closely to Aristotle’s three
factors. Know them.
Source credibility (ethos), Logical argument (logos),and emotional appeal (Pathos)
It’s explained in the text – know what an opinion leader is, and what
his or her role is.
Opinion leader: people who are edgeable and articulate about specific
issues. They essential sway the opinions of the people around them.
Rarely do people make decisions on their own they look to those around
them for answers. Opinion leaders are often times the targets of Public
relations officers because they are the one’s they want to influence in
order to get a good public opinion.
Be able to define a public relations agency and a corporate or in-
house public relations department, cite the key distinctions between them
and the reasons that even corporations with internal PR departments
nevertheless hire outside PR agencies at times -- as explained in a lecture.
