1. PUBLIC OPINION …AND HOW WE CHANGE IT Please: 1.Grab your paper off of the front table. 2.Choose a slip of paper with your current event presentation date on it.

2. WRITING ASSIGNMENT FEEDBACK  Be mindful of paragraphs  Be mindful of run on sentences  Reread your work for missing or incorrect words  Think about strong word choices (ex: “get there” versus “arrived”)

3. TODAY’S CLASS… The message Public opinion How do we change public opinion?

4. POP QUIZ “Public relations is a ______________ communication process that builds ______________ between organizations and their publics.”

5. POP QUIZ What are the two roles of public relations managers within an organization?

6. POP QUIZ In the OLD rules of PR, the __________ was the audience.

7. POP QUIZ In the NEW rules of PR, the __________ is the audience.

8. POP QUIZ What is the difference between a press release an an op-ed?

9. KEY MESSAGES Our goal as PR professionals is to create a key message and then communicate that message to our publics. Can communicate using: Speeches Newspapers Radio Television News releases Press conferences Broadcast reports Face-to-face meetings/events

10. YOUR METHOD OF COMMUNICATION… is called your marketing or media mix.

11. HOW THE MESSAGE IS COMMUNICATED: 3 COMPETING THEORIES 1.The content is the message. The meaning of an article or intent of a speech- what is communicated- is the most important consideration. 1.The medium is the message. How the message is delivered is the most important consideration. For example, TMZ versus CNN reporting. 1.The person is the message. The speaker who delivers the message is the most important consideration.

12. ALL ABOUT THE PERSON Charisma, nonverbal cues, confidence, wit and general presence are important.

13. ONCE A MESSAGE IS DELIVERED… It may change attitudes. It may solidify attitudes. It may create a wedge of doubt. It may do nothing.

14. ATTITUDES, OPINIONS AND ACTIONS Attitudes General feeling about a topic Opinions Expression of a solidified attitude Actions When opinions become strong enough, they lead to verbal or behavioral actions

15. WHAT CHARACTERISTICS INFLUENCE YOUR ATTITUDES? Personal Cultural Educational Familial Religious Social class Race

16. CHANGING ATTITUDES CAN BE DIFFICULT Cognitive Dissonance You have an opinion. You ignore/avoid information that disagrees with your opinion. You seek out information that supports your opinion.

17. SOCIAL JUDGMENT THEORY You have an attitude. You have a range of opinions tied to that attitude. When presented with a message, you accept or reject it based on where it falls on your latitude of acceptance.

18. MASLOW’S HIERARCHY OF NEEDS Shows us what motivates people.

19. GET WITH YOUR AGENCY What attitudes and opinions are currently held by your publics? What can you tell them to help change their opinion? Note: We haven’t defined the specific objective for the project, but the generalized goal is to improve the perception of the student life department on Georgetown’s campus.