Chapter 9 is based on Public Opinion and Persuasion. After reading this chapter I gained valuable information that I can carry with me when I venture out in the public relation’s world. I am going to list a few of the key terms I feel are most important in this chapter.
- Public Opinion– opinions on controversial issues that one can express in public without isolating oneself.
- Power leaders– people in formal leadership positions.
- Opinion leaders– people who are knowledgeable and articulate about specific issues.
- Mass media– the information from a public relations source can be efficiently and rapidly disseminated to millions of people.
There are nine factors that are involved in persuasive communication. They include:
- audience analysis
- source credibility
- appeal to self-interest
- clarity of message
- timing and context
- audience participation
- suggestions for action
- content and structure of messages
- persuasive speaking
In order to gain the trust of the audience, you must have credibility. There are three factors that the source of credibility is based on.
- Expertise– this is whether or not the audience feels you are or are not an expert on the subject.
- Sincerity– is the person believable?
- Charisma– this deals with the individual’s attractive, self-assured, and articulate, projecting and image of competence and leadership.
Like in most things, when persuading people to do one thing or another, ethics should be considered. These are a few things that need to be kept in mind according to Charles Larson.
- Do not lie about evidence to support your claim
- Do not intentionally use specious, unsupported, or illogical reasoning.
- Do not pretend to be an expert if you are not.
- Do not ask your audience to to link your idea or proposal to emotion-laden values, motives, or goals to which it is not actually related.
- Do not advocate something you do not believe yourself.
- Do not pretend to be certain when tentativeness would be more accurate.
These are just a few but help you get a good idea and understanding of how you should act ethically when persuading people.