1. Copyright © Allyn & Bacon 2000 Communication Theory and Public Opinion Chapter 5 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

2. The Communication Model SourceMessageChannelReceiver Feedback Copyright © Allyn & Bacon 2000 Noise (Static)

3. SourceMessageChannelReceiver Feedback Copyright © Allyn & Bacon 2000 Noise (Static)

4. Copyright © Allyn & Bacon 2000 Noise (Static) Envelops communication and often inhibits it. Can take physical forms. Can take intangible forms.

5. The Source SourceMessageChannelReceiver Feedback Copyright © Allyn & Bacon 2000 Noise (Static)

6. Copyright © Allyn & Bacon 2000 The Source Is where communication originates. Needs to know who the receivers are. Needs to be seen as credible. Needs to know what kind of message is best suited to a particular audience.

7. The Message SourceMessageChannelReceiver Feedback Copyright © Allyn & Bacon 2000 Noise (Static)

8. Copyright © Allyn & Bacon 2000 The Message Is the content of communication. Confronts a serious challenge: getting people to pay attention. Must be relevant. Must be understood.

9. The Channel SourceMessageChannelReceiver Feedback Copyright © Allyn & Bacon 2000 Noise (Static)

10. Copyright © Allyn & Bacon 2000 The Channel Is the medium (or media) used to transmit the message. Must be seen as relevant. Must be seen as credible.

11. The Receiver SourceMessageChannelReceiver Feedback Copyright © Allyn & Bacon 2000 Noise (Static)

12. Copyright © Allyn & Bacon 2000 The Receiver Is the person or persons for whom the message is intended. Is most receptive to messages that specifically target the receiver’s interests and values.

13. Feedback SourceMessageChannelReceiver Feedback Copyright © Allyn & Bacon 2000 Noise (Static)

14. Copyright © Allyn & Bacon 2000 Feedback Is the receiver’s reaction, as interpreted by the source, to the message. Is an indispensable part of communication.

15. Copyright © Allyn & Bacon 2000 The Key To Communication If there is a breakdown anywhere in the communication process, communication does not occur.

16. Copyright © Allyn & Bacon 2000 The Magic Bullet Theory Mass Media Public

17. Copyright © Allyn & Bacon 2000 The Magic Bullet Theory Mass Media Public

18. Copyright © Allyn & Bacon 2000 Two-Step Theory of Mass Communications Mass Media Public Opinion Leaders

19. Copyright © Allyn & Bacon 2000 Two-Step Theory of Mass Communications Mass Media Public Opinion Leaders

20. Copyright © Allyn & Bacon 2000 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

21. Copyright © Allyn & Bacon 2000 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

22. Copyright © Allyn & Bacon 2000 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

23. Copyright © Allyn & Bacon 2000 N-Step Theory of Mass Communications Mass Media Public Op Ldrs

24. Copyright © Allyn & Bacon 2000 The Diffusion Theory Mass Media IndividualsIndividualsIndividuals IndividualsIndividualsIndividuals

25. Copyright © Allyn & Bacon 2000 The Diffusion Theory Mass Media IndividualsIndividualsIndividuals IndividualsIndividualsIndividuals

26. Copyright © Allyn & Bacon 2000 The Agenda-Setting Hypothesis Mass Media Public

27. Copyright © Allyn & Bacon 2000 The Agenda-Setting Hypothesis Mass Media Public

28. Copyright © Allyn & Bacon 2000 Uses and Gratifications Theory Mass Media Public Message blocked

29. Copyright © Allyn & Bacon 2000 Uses and Gratifications Theory Mass Media Public Message received

30. Copyright © Allyn & Bacon 2000 Uses and Gratifications Theory Mass Media Public Interactive

31. Copyright © Allyn & Bacon 2000 Uses and Gratifications Theory Mass Media Public Self-selected messages

32. Copyright © Allyn & Bacon 2000 Maslow’s Hierarchy of Needs Physiological Safety Acceptance Self-esteem Self-actualization

33. Copyright © Allyn & Bacon 2000 Aristotle’s Forms of Persuasion Logos -- an appeal to reason Pathos -- an appeal to emotions Ethos -- an appeal based upon personality or character

34. Copyright © Allyn & Bacon 2000 Persuasion When practiced at its highest level, public relations identifies common interests and promotes actions that are mutually beneficial. In this context, persuasion is an appropriate compliance gaining tactic.

35. Copyright © Allyn & Bacon 2000 How Public Opinion Evolves It starts with an already present mass sentiment. It begins to evolve when an issue is interjected into that consensus. Like-minded individuals coalesce into a public. Various publics engage in public and private debate.

36. Copyright © Allyn & Bacon 2000 How Public Opinion Evolves Time passes and people make up their minds. The debate leads to a consensus, which is known as public opinion. Public opinion evolves into some form of social action. The issue evolves into a social value, and the process begins anew.

37. Copyright © Allyn & Bacon 2000 Persuasion versus Manipulation Manipulation suggests something underhanded. Short-term gains are short-lived. Manipulation comes with a cost: credibility. Those who seek to master public opinion often become a slave to it.