1. Cutlip & Center'sEffectivePUBLIC RELATIONS PART II Foundations Chapter 8 Communication and Public Opinion Tenth Edition

2. Nest Heads Comic Strip (Used with permission) 8-1

3. Study Guide After studying Chapter 8, you should be able to: • Outline the tasks of public relations communications in the crowded message environment. • Define communication as a two-way process taking place within intrapersonal, interpersonal, and social contexts. • Diagram the communication model, and label and briefly discuss its elements. • Describe the main theories of mass media effects that underpin public relations communication. 8-2

4. Study Guide 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. 8-3

5. 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

6. Communication Process Model 8-5

7. Communication Effects • Creating perceptions of the world around us 8-6

8. Mass Media in Public Opinion Formation 8-7

9. Communication Effects • Creating perceptions of the world around us • Setting the agenda 8-8

10. Setting the agenda “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 prominenceand penetration the issue has with the audience, or how well it resonates with each public. Cognitive priming describes the personalexperience or connection people have with an issue. 8-9

11. Communication Effects • Creating perceptions of the world around us • Setting the agenda • Diffusing information and innovation 8-10

12. Diffusing Information and Innovation 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” 8-11

13. Communication Effects • Creating perceptions of the world around us • Setting the agenda • Diffusing information and innovation • Defining social support 8-12

14. Sociocultural Model of Persuasion 8-13

15. 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

16. Model of Individual Orientation 8-15

17. Model of Coorientation 8-16

18. Types of Coorientational Consensus 8-17

19. Coorientational Model of Organization-Public Relations 8-18

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