Chapter nine discusses public opinion and persuasion. Both of these are key in the field of public relations. Both of these concepts need to be fully understood and mastered by any public relations professional. Public opinion is hard to win over or to tell how well you are doing at this objective because it is one of the hardest things to measure. Everyone in your audience is not feeling the exact same way at the very same time so you can never really get a unanimous opinion. Formal opinion leaders and informal opinion leaders help get the concept out there to the other general public by the flow of information through them through the mass media to the remaining public. This brings up the topic of persuasion in the chapter and the ethics of this. People take your word with a grain of salt because they know you are trying to steer the message the way you want it to go to look good for the company you work for. This is a touchy subject and should be handled as such. You need to stay ethical and have creditable sources to keep your word good in the eyes of the public.
TEXT: Public Relations Strategies and Tactics 9th edition Dennis L. Wilcox & Glen T. Cameron