This chapter can be found in “Public Relations Strategies and Tactic,” the ninth edition, written by Dennis L. Wilcox and Glen T. Cameron.
- Public opinion is how the audience feels about the speech, product, or company.
- There are different types of leaders.
- One type is “power leaders,” who are those in formal leadership roles.
- Another type is “informal opinion leader.” This type is leader within a group of peers. These leaders are admired and looked up to for this work ability.
- Persuasion has been around since mankind. People persuade others on simple things like what to eat for dinner or what to wear.
- In publie relations, persuasion can be used to solve issues within varying opinions.
- Factors within persuasion are: audience analysis, source credibility, appeal to self-interest, message clarity, timing and context, audience participation, suggestions for action, content and structure of message, and persuasive speaking.
On page 241, there is a list of the ethics of persuasion. Here are the ones I found most useful.
- Do not intentionally use specious, unsupported, or illogical reasoning.
- Do not deceive your audience by concealing your real purpose, your self-interest, the group you present, or your position as an advocate of a viewpoint.
- Do not advocate something in which you do not believe yourself.
I feel like the quote that describes the entire chapter is on page 241. It says, “Persuasive messages require truth, honesty, and candor for two practical reasons.”