Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISING
: 2010
PUBLIC OPINION AND PERSUASION
Pertemuan 7
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected to
conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving and consumers or
market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a traditional
fame of mind and the promotional mix as its
derivation.
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PUBLIC OPINION AND PERSUATION
WHAT IS PUBLIC OPINION?
•
Public Opinion is the collective expression of opinion
of many individuals bound into a group by common
aims, aspirations, needs, and ideals.
•
People who are interested or who have a vested or
self-interest in an issue.
•
Psychologically, opinion basically is determined by
self-interest.
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• Opinion does not remain aroused for any long
period of time unless people feel their self-interest is
acutely involved or unless opinion—aroused by
words—is sustained by events.
• Once self-interest is involved, opinion is not easily
changed.
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OPINION LEADERS AS CATALYSTS
• Types of Leaders—formal opinion leaders—informal
opinion leaders.
• The flow of opinion—two-step flow theory of
communication—the multiple-step flow model
attentive public—inattentive public.
• The role of mass media—radio—television—
newspaper—magazines.
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• Agenda Setting Theory
• Media Dependency Theory
• Framing Theory
• Cultivation theory
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PERSUASION: PERVASIVE IN OUR LIVES
• Persuasion is an activity or process in which a
communicator attempts to induce a change in the
belief, attitude, or behavior of another person or
group of persons through the transmission of a
message in a context in which the persuadee has
some degree of free choice.”
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• The dominant View of Public relations—Gandy said:
“the primary role of public relations is one of
purposeful, self-interested communications.” Edward
Bernays called: Public Relations the “engineering” of
consent to create “a favorable and positive climate
of opinion toward the individual, product, institution
or idea which is represented.”
Bina Nusantara University
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PERSUASION: PERVASIVE IN OUR LIVES
(1)
Uses of Persuasion:
Persuasion is used to (1) change or neutralize hostile
opinions, (2) crystallize latent opinions and positive
attitudes and (3) conserve favorable opinions.
The most difficult persuasive task is to turn hostile
opinions into favorable ones. The truth adage “don’t
confuse me with the facts; my mind is made up.”
Bina Nusantara University
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FACTORS IN PERSUASIVE
COMMUNICATION
•
Audience analysis
•
Source credibility—the free factors: (1) expertise,
(2) sincerity (3) charisma.—problems with
Celebrities.
•
Clarity of Message
•
Timing and Context
•
Audience Participation
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• Suggestions for Action
• Content and Structure of Messages—including: (1)
drama, (2) statistic, (3) surveys and polls, (4)
examples, (5) testimonials, (6) mass media
endorsements, and (7) emotional appeals.
Bina Nusantara University
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PERSUASION AND MANIPULATION
•
Lack of Message Penetration—the is also the
problem of messages being distorted as they pass
through media gatekeepers.
•
Competing Messages—hypodermic needle theory 
people received information directly without any
intervening variable.
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• Self-Selection—vehement supporters
ignore information from the other side.
frequently
• Self-Perception—depending on a person’s view:
“great contribution to the community” or a “selfserving gimmick.”
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THE ETHICS OF PERSUASION
Charles Larson lists some ethical criteria for using
persuasive devices should be kept in mind:
•
Do not use
distorted.
•
Do not intentionally use specious, unsupported, or
illogical reasoning.
•
Do not represent yourself as informed or as an
“expert” on a subject when you are not.
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false,
fabricated,
misrepresented,
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• Do not use irrelevant appeals, to divert attention,
• Do not ask your audience to link your idea—
proposal
• Do not deceive your audience by concealing your
purpose
• Do not distort, hide, or misrepresent the number.
Bina Nusantara University
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