Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Cutlip & Center's Effective PUBLIC RELATIONS PART II Foundations Chapter 8 Communication and Public Opinion Tenth Edition

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Nest Heads Comic Strip (Used with permission) 8-1

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. After studying Chapter 8, you should be able to: 1.Outline the tasks of public relations communications in the crowded message environment. 2.Define communication as a two-way process taking place within intrapersonal, interpersonal, and social contexts. 3.Diagram the communication model, and label and briefly discuss its elements. 4.Describe the main theories of mass media effects that underpin public relations communication. Study Guide 8-2

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. After studying Chapter 8, you should be able to: 5. List and briefly discuss the five dimensions of public opinion. 6. Define an attitude and an opinion and distinguish between them. 7. Diagram and explain the model of individual orientation and the model of coorientation. 8. Define the four states of coorientational consensus. Study Guide 8-3

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Communication …is a reciprocal process of exchanging signals to inform, persuade, or instruct, based on shared meanings and conditioned by the communicators’ relationship and the social context. 8-4

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Communication Process Model 8-5

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Communication Effects 1.Creating perceptions of the world around us 8-6

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Mass Media in Public Opinion Formation 8-7

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Communication Effects 1.Creating perceptions of the world around us 2.Setting the agenda 8-8

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. “Media not only tell us what to think about, but how to think about it, and, consequently, what to think.” McCombs and Shaw (1993) Issue salience determines the prominence and penetration the issue has with the audience, or how well it resonates with each public. Cognitive priming describes the personal experience or connection people have with an issue. Setting the agenda 8-9

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Communication Effects 1.Creating perceptions of the world around us 2.Setting the agenda 3.Diffusing information and innovation 8-10

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Media provides information to those who seek it and supplies information needed for subsequent interpersonal communication, thereby diffusing information to others. “Innovators”  “Early Adopters”  “Early Majority”  “Late Majority”  “Laggards” Diffusing Information and Innovation 8-11

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Communication Effects 1.Creating perceptions of the world around us 2.Setting the agenda 3.Diffusing information and innovation 4.Defining social support 8-12

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Sociocultural Model of Persuasion 8-13

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Dimensions of Public Opinion Direction:Valence of feelings toward issue–yes–no, pro–con, agree–disagree, etc. Intensity: How strongly people feel about the issue Stability:How long opinion held Informational support: How much they know about issue Social support: Perceptions of how others feel about the issue 8-14

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Model of Individual Orientation 8-15

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Model of Coorientation 8-16

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Types of Coorientational Consensus 8-17

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Coorientational Model of Organization-Public Relations 8-18

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. 8-19