- First, the chapter discusses what public opinion is.
- Opinion leaders can serve as catalysts for the public opinion
- The types of leaders are identified and discussed
- The mass media play a role on the public opinion as well. The Agenda-Setting Theory suggests that media content sets the agenda for public discussion. The Media-Dependency Theory suggests that mass media can have a “moderate” or even “powerful” effect on the formation of opinions and attitudes. Other mass media theories were discussed as well and their role in public opinion was also discussed.
- Persuasion in our lives has been around since the beginning of human history. There are many uses of persuasion such as to change or neutralize hostile opinions, conserve favorable opinions, etc.
- The factors of persuasion are: audience analysis, source credibility, appeal to self-interest, clarity of message, timing and context, audience participation, suggestions for action, content and structure of messages, and persuasive speaking.
These notes were taken from the book Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.