Public Opinion and Persuasion, ch. 9

(taken from

Public Opinion- this can be defined in two different ways.

  1. “is the sum of individual opinions on an issue affecting those individuals”
  2. “is a collection of views held by persons interested in the subject”

Many people are persuading by those who have a lot of say on a subject. Public awareness is made through rallies and demonstrations. There are leaders who also try to influence people on their opinions and views. They are categorized as formal opinion leaders and informal opinion leaders. The formal leaders are elected officials, presidents of companies, or heads of membership groups. The informal leaders are people who have clout over peers through a certain characteristic. This person can be an actor, or role model for example. This chapter talks about persuasion and how it plays into public relations. After reading on this topic I agree that the most difficult persuasive task would be trying to “turn hostile opinions into favorable ones.” It is proven that the messages that are short, to the point, and easy to understand make the most impact. The audience can relate and focus on the simple meaning. I agree with this idea also. It is much easier to grab the concept of something simple and to the point.

Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.

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Filed under Class Notes Overview, PRCA 2330

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