chapter 4

Question 1

public opinion definition

Answer 1

the aggregate of many individuals opinions on a particular issue that affects a group of people

Question 2

Discuss phenomenon of public opinion

Answer 2

public opinion is an elusive and fragile commodity because its very risky- 1 event can destroy your reputation that has taken years to build.

Question 3

what do you need to form public opinion

Answer 3

operational strategy not just communication, actions speak louder than words.

Question 4

Whats the relation between public relations and public opinion?

Answer 4

trying to influence an individuals attitude is a primary focus of PR. Also, the biggest challenge is to influence the public opinion and its the most important element.

Question 5

How are attitudes influenced?

Answer 5

attitudes are evaluations people make on a certain issue, they’re based on person factors, culture, religion, education, social class, race, familiarity

Question 6

How are attitudes motivated and changed?

Answer 6

cognitive dissonance and social judgement theory: working within latitude of acceptance to modify opinion

Question 7

cognitive dissonance theory states?

Answer 7

tendency for individuals to seek consistency among their cognitions. And when there is an inconsistency between attitudes or behaviors (dissonance), something must change to eliminate the dissonance.

Question 8

social judgement theory?

Answer 8

a listener judges how much the message agrees or disagrees with their own attitude. Social Judgment theory holds that a listener’s involvement in the topic of the persuasive message is an important factor in attitude change.

Question 9

Maslow’s Hierarchy of Needs

Answer 9

believed that human needs could be ranked in order from the most basic and primal to the most refined and sophisticated.

Question 10

Public relations professionals use Maslow’s hierarchy to

Answer 10

target the right message to the right audience; messages must be crafted with people’s hierarchy level in mind.

Question 11

Discuss area of persuasion?

Answer 11

Persuasion is the goal of most PR programs, it involves getting someone to do something through advice and reasoning.

Question 12

Classic persuasion theory?

Answer 12

people have 2 minds-
systematic mode: carefully consider argument
Heuristic mode: skimming the surface

Question 13

Kinds of evidence that persuade?

Answer 13

facts, emotions, personalizing, appeal to audience

Question 14

Laws of public opinion

Answer 14

1. Identify and understand the opinions to be changed.
2. Events rather than words determine opinions.
3. At critical times, people become more sensitive to the leaderships adequacy.
4. Opinions are slow to change if self-interest is involves.
5. Opinion is highly sensitive to important events.