Persuasion & Public Persuasion & Public OpinionOpinion

Lecture 1Lecture 1

IntroductionIntroduction

PR & PersuasionPR & Persuasion

PR provides the public a window onto PR provides the public a window onto a part of the world outsidea part of the world outside

It shapes our emotional responses It shapes our emotional responses towards brands and individualstowards brands and individuals

It persuades us to adopt attitudes It persuades us to adopt attitudes and behavioursand behaviours

Persuasion is strategic & scientific Persuasion is strategic & scientific

Persuasion is PersonalPersuasion is Personal

We decide whose communication we We decide whose communication we ‘let in’ to our psyche‘let in’ to our psyche

We decide who is credible We decide who is credible – We create our own benchmarksWe create our own benchmarks

We decide whether we are convincedWe decide whether we are convinced We determine our own behavioursWe determine our own behaviours We are persuaded everydayWe are persuaded everyday

Clear effects here:Clear effects here:– Partisanship!Partisanship!– Specific phrasesSpecific phrases– Body languageBody language– Facial expressionsFacial expressions

Publics & CommunicationPublics & Communication

WhoWho WhatWhat WhereWhere ToTo With What effectWith What effect

PersuasionPersuasion

InterpersonalInterpersonal The power of force (Coercion)The power of force (Coercion) The power of suggestionThe power of suggestion The creation of normsThe creation of norms

Fundamentally, persuasion is making Fundamentally, persuasion is making someone do something without someone do something without duressduress

Persuasion is all aroundPersuasion is all around

Searching for the right Searching for the right approach 1approach 1

Searching for the right Searching for the right approach 2approach 2

Oz: Well its only Oz: Well its only pooftas and the pooftas and the like that get thatlike that get that

Denis: No man, its Denis: No man, its like every sexually like every sexually transmitted transmitted disease, you gotta disease, you gotta wear a condom.wear a condom.

A changing climateA changing climate

The Aids CampaignThe Aids Campaign

Though perhaps overly dramatised, the narrative Though perhaps overly dramatised, the narrative provides a window into the world of an HIV+ man:provides a window into the world of an HIV+ man:– Misunderstandings Misunderstandings – The possible reactions (pity and fear)The possible reactions (pity and fear)– The difficulty in revealing infectionThe difficulty in revealing infection

Persuasion & Public OpinionPersuasion & Public Opinion

We use persuasion to:We use persuasion to:– Affect attitudesAffect attitudes– influence the massesinfluence the masses– shift public opinion shift public opinion – change behaviour change behaviour

The style and method depend on the The style and method depend on the audienceaudience

Messages are multifariousMessages are multifarious Persuasion is ubiquitous – so ignored?Persuasion is ubiquitous – so ignored?

For Seminar 1For Seminar 1

What has made you What has made you – Change an opinion of someone Change an opinion of someone

(individual or brand)(individual or brand)– Made you do, or not do, somethingMade you do, or not do, something– Made you think differently about Made you think differently about

something (person, issue)something (person, issue) All examples are valid, keep them All examples are valid, keep them

realistic! realistic!