Lecture #5

Public Opinion

In Class Assignment #2 Name 5 things that influence a fashion

brand’s public opinion

Public Opinion Suffering a loss of public opinion is not a small issue

No individual or organization can suffer to tarnish their reputation

A negative public opinion can result in a loss of prestige and/or business

The way customers, vendors, suppliers, retailers, the media, and the community perceive the brand has an effect on the organization

In most cases this leads to a loss of $$$$

Public Opinion Public- a group of individuals who share a

common interest in a specific subject Opinion- the expression of an attitude on a

particular topic, when attitudes become strong enough they surface as an opinion, when opinions become strong enough they lead to verbal or behavioral actions

Attitudes Opinions Actions Public Opinion- the compilation of many

individual opinions on a particular issue that affects a group– a consensus

Public Opinion The best PR campaigns in the world

cannot be built if reality is destroying it It is difficult to change individuals’

minds. It is even harder to move them away

once they have formed an opinion Most PR programs are meant to

Persuade individuals to change their minds Crystallize uninformed or undeveloped

opinions Reinforce existing opinions

What is an Attitude? We all have one, but what are they? Attitudes are evaluations that we make

about specific problems or issues They are positive, negative, or

nonexistent; for something, against something, or neutral

Attitudes and behaviors are both situational-- influenced by specific issues in specific situations

When others with similar attitudes reach similar opinions, public opinion is born

How Are Attitudes Developed?

Personal- physical and emotional; size, age, social status Cultural- Rural and Urban, North and South Educational- an individual’s level of education alters their

attitude about specific issues or events Familial- we acquire our parents’ tastes, biases, and

political views Religion- allows us to form attitudes about specific topics Social Class- when status changes, so does attitude Race Friends Celebrities and Community Leaders The Product

Changing Attitudes It is very hard to change the minds of

individuals who strongly support or oppose an issue or individual

This is why those in the middle, or who remain neutral to an issue or individual are important to shaping public opinion.

Those in the middle are usually the easiest to sway one way or another, because typically these individuals are passive or indifferent.

Changing Attitudes Cognitive dissonance- the idea that individuals

avoid information that is dissonant or opposes their own points of view, and they tend to seek out information that supports their attitudes

Social Judgment- individuals may have a range of opinions on a certain subject, anchored by a clear attitude

While it is hard to change individuals’ positions, communicators can work to modify an individual’s opinion

Motivating Attitude Change Motivation is key to changing anyone’s attitude from

latent to aware and finally active Maslow’s Hierarchy of Needs helps us understand

what motivates us: Psychological Needs- food, water, sleep Safety Needs- security, protection Love Needs- love, belonging, affection Esteem Needs- recognition and prestige Self-Actualization- becoming what is capable of

becoming

According to Maslow, all 5 lead to motivation

Power of Persuasion Perhaps the most powerful tool for influencing

public opinion is persuasion Persuasion- getting another person to do something

through advice, reasoning, or arm-twisting A person may be in two minds in order to be

persuaded to believe in a particular position or take a specific action. Systematic- an individual who has carefully considered

an argument Heuristic- an individual who has skimmed the surface

and not really focusing on the intricacies of a particular position

Power of Persuasion Everyone is persuaded by different

things, making it difficult for PR professionals to persuade individuals

People understand things in terms of their own experience

If you want to persuade someone, you must cite evidence that coincides with their own beliefs, emotions, and expectations

Types of Evidence Facts- indisputable, a good PR professional always

starts with research

Emotions- people respond to emotional appeal

Personalizing- people respond to personal experience

Appealing to “you”- what is in it for me? It is always important to think in terms of what will appeal to the audience when trying to persuade

Influencing Public Opinion Public opinion is a lot easier to measure

than it is to influence The opinions being changed of modified

must be identified and understood Target publics must be clear PR professional must have a sharp focus

of the “laws” that govern public opinion

Influencing Public Opinion Highly sensitive to important events Generally determined by events more than words In critical times, individuals become more sensitive to

the adequacy of their leadership– if they have confidence in it they are willing to assign more responsibility, if they lack confidence, they are less tolerant

Once self-interest is involved, opinions are hard to change

People have more opinions and are able to form opinions on goals more easily than on methods of reaching goals

Image and Public Opinion Organizations and individuals in the

spotlight must understand that credibility is crucial to gaining public support.

In order to earn and keep that support, they must operate with the trust of the public in mind

Those concerned with public opinion are focused on managing their reputation

Image and Public Opinion Reputation is based on what one does, not on what

one says and is present throughout our lives. Many PR firms have introduced reputation

management divisions, and have even called themselves reputations managers

Relationship management aligns communications with an organization or individual’s character and actions

Create recognition, credibility, and trust among constituents

Managing reputation is a front-line responsibility of public relations

Image and Public Relations There is the image that the brand tries

to build There is the image that the media

portrays of the brand The image the society itself thrusts upon

the brand Together they all shape the composite of

the brand In fashion, PR is usually responsible for

shaping public opinion through unpaid media exposure opportunities

The Media and Public Opinion

PR aims to control the image projected in the media and community

What the media says about the company and what the community thinks are both concerns of the PR professional

It is important that an organization obtains a favorably public opinion because when a consumer has to decide between an organization and its competitor, the consumer usually goes with the company who has the best public opinion

Public Opinion and the Organization

Public opinion is responsible for the success and failure of an organization or individual.

It can directly or subliminally affect the buying habits of the organization’s potential consumers.

Because individuals have different attitudes toward issues it makes the task of managing public opinion difficult for the PR professional

Public Opinion and the Organization

If your organization sells furs and leathers, you may offend a group that does not support animal products. You may also alienate the group that desires the products if you do not carry these products

Similarly, if word gets out that your organization uses sweatshop conditions in it manufacturing processes, the attitudes of your consumers may range from being deeply upset to not caring much at all.

This shows how PR professionals struggle to appeal to its consumers, while also remaining ethical

Public Relations Shaping Image

If you do not have a public image, the public will be happy to create on for you. No image = Bad Image

When advertising and promotional efforts are properly used with PR, organizations can proactively shape public opinion of a brand.

Products that uphold the promises that are made to consumers help shape a positive image.

Media and Shaping Image Must take a proactive approach to soliciting

media coverage. Must conduct research Must build relationships- have the right contacts

for the right story Send story ideas to media personnel that cover

topics related to your idea Keep the ideas newsworthy, concise, and follow

up after the press release is sent Working with the media is the only way they will

help shape your organization’s opinion

Shaping Image by Word of Mouth

Create a buzz- individuals pay attention to the buzz

When you combine communications, with press releases, community activities, and marketing with the objective of getting the word out about the brand, you create excitement in the community about the brand.

These activities give life to the brand. Getting involved in the community and events is

a great way to start the buzz and ensure success of a word-of-mouth campaign.

Shaping Image With Ethics Unethical behavior of an organizations

will most likely have negative repercussions.

Developing ethical standards and adhering to those standards can help positively shape the image of an organization and its brands.

Final Thoughts Public opinion is a series of developing attitudes and

opinions into behaviors There are a series of elements that help individuals

shape their attitudes Community, media, word of mouth, vendors,

suppliers, consumers, and employee all help or hurt public opinion.

Once your organization has a negative public opinion it is difficult to change.

You can create a positive public opinion by acting ethically, being honest, delivering quality products, and remaining credible.

References

Seitel, F.P. (2011). The Practice of Public Relations. Prentice Hall: Boston.

Sherman, G.J., & Perlman, S.S. (2010). Fashion Public Relations. Fairchild Books: New York.