9. Public Opinoin & Persuasion; Reaching Diverse Audiences Flashcards
What is the definition of Public opinion?
Opinions on controversial issues one can express in public without isolating oneself.
Most people ____ and a small but vocal group _____.
dont care; does care
once self-interest is involved opinion __ ___ ____ ____.
is not easily changed.
opinions are not ____, even if goals are.
monolithic
Events ___ or trigger public oinion.
shape
Public opinion doesn’t anticipate events, it only ____ to them
reacts
what is a catalyst?
public dicussion led by opinion leaders.
opinion leaders are people who
interested, informed, avid consumers of mass media, adopt new ideas, great organizers
formal opinion leaders:
elected
informal opinion leaders
special charateristc
through persuasion PR can.
change or neutralize hostile opinions, create positive attitudes, conserve favorable opinions.
true or false: it is very difficult to turn hostile opinions favorable
true
public opinion life cycle
definition of the issue, involvement of opinion leaders, public awareness, gov regulatory involvement, resolution
two-step flow theory:
people listen to opinion leaders (public opinion is formed by the views of people who have taken the time to sift information, evaluate it, and form an opinion they express to others.)
agenda setting theory
what to think about; pr tries to start, end, enter or avoid the conversation.
