Part 4 - Theory and Persuasion

Question 1

why is an Opinion Leader significant to PR consultants?

Answer 1

they are the filter for large amounts of info from mass media

Question 2

in terms of public opinion, which theory says that individuals adopt new ideas (or products) in five stages?

Answer 2

Diffusion Theory

1. awareness - media influence
2. interest - media influence
3. trial - family and friends influence
4. evaluation - family and friends influence
5. adoption - i accept

Question 3

what are the theories on reaching opinion leaders?

Answer 3

Magic bullet theory
Two-step theory
N-step theory
Diffusion theory
Multi-step flow theory

Question 4

what are the 10 factors related to the communication process (sender, message, channel, and reciever)?

Answer 4

audience analysis
appeals to self interest
audience participation
suggestions for action
source credibility
clarity of message
content and structure of messages
channels
timing and context
reinforcement

Question 5

three characteristics of a credible spokesperson matched up with Aristotle’s three forms of persuasion

Answer 5

Source credibility - sincerity - ethos
Logical argument - expertise - logos
Emotional appeal - charisma - pathos