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Study Guide test 2 Material Type: Notes; Professor: Akerson; Class: Introduction To Public Relations; Subject: Communication; University: University of Missouri-St Louis; Term: Spring 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.
Internal PR staff: sees selves as consultants of their business to their internal clients similar to what agencies do but instead work internally. Have a better depth of knowledge about the organization These careers advance slower than agenicies Agency: independent business operations. Primary business is to sell PR programs, projects and general support, other specialized forms, and to sell specialized communication services. Earn money by billing by the hour Often take part in completion by potential clients to gain business. The reason why they hire outside agencies is because they have a broader range of knowledge and experience in the market. What are the various forms of persuasive appeals Self interest: what’s in it for me Altruism: it will help someone if you change your mind Logical: here are the facts, statistics, evidence that makes it clear you should change your mind Emotional: change your mind: in your heart you know it’s the right thing to do Fear: You’ll change to avoid a threat or problem of someking People must consider themselves vulnerable Must view solution as effective Have confidence they can implement solution. There is one overriding question a person must answer for any audience he is trying to persuade – what is it? It was covered in a lecture. What is in it for me? In addressing that one overriding question, there are 5-10 potential areas for answers. Know what they are – NOTE: This topics does not duplicate the Question 5 topic. It was covered in a lecture. Be simple and explicit with the message Calls to actions should be simple Generally no difference of rational vs. emotional appeal Facing strong opposition High fear appeals effective when people don’t feel vulnerable Better comprehension improves chances
Gains intelligence on public in order to manipulate the public to coroporate ends Sometimes raises ethical questions Two way symmetrical approach Engages in two conversation with public as well Develops and negotiate win-win ideas for good relationships with public Accepts the premis that sometimes the company must change Difficult to find examples. Overall Difficult to convince companies to change and for them to actually change Symmetrical builds best relationship Companies are most likely to use combo of symmetrical and asymmetrical approach. Discussing the public relations overall process, you’ve already dealt with R-A-C-E and a six-step process in the text. In a lecture, I presented my own acronym, which hopefully makes more sense than R-A-C-E. What is my acronym and what exactly do the letters stand for? RPIE R esearch Research the problem/opportunity Also the audience attitudes P lan Plan the messages and activities to reach audience with impact and credibility I mplement Launch activities E valuate Evaluate the effectiveness at the end of the program