Mata kuliah : 00332 - PUBLIC REALTIONS ADVERTISING
Tahun : 2010
Pertemuan 7
By: Dr. Drs. Dominikus Tulasi, MM.

• At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving and consumers or market targeting.
• The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation.
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WHAT IS PUBLIC OPINION?
• Public Opinion is the collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs, and ideals.
• People who are interested or who have a vested or self-interest in an issue.
• Psychologically, opinion basically is determined by self-interest.
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• Opinion does not remain aroused for any long period of time unless people feel their self-interest is acutely involved or unless opinion —aroused by words —is sustained by events.
• Once self-interest is involved, opinion is not easily changed.
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• Types of Leaders —formal opinion leaders—informal opinion leaders.
• The flow of opinion —two-step flow theory of communication —the multiple-step flow model  attentive public —inattentive public.
• The role of mass media —radio—television— newspaper —magazines.
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• Agenda Setting Theory
• Media Dependency Theory
• Framing Theory
• Cultivation theory
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• Persuasion is an activity or process in which a communicator attempts to induce a change in the belief, attitude, or behavior of another person or group of persons through the transmission of a message in a context in which the persuadee has some degree of free choice.
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• The dominant View of Public relations —Gandy said:
“the primary role of public relations is one of purposeful, self-interested communications.
” Edward
Bernays called: Public Relations the “ engineering ” of consent to create “a favorable and positive climate of opinion toward the individual, product, institution or idea which is represented.
”
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Uses of Persuasion:
Persuasion is used to (1) change or neutralize hostile opinions, (2) crystallize latent opinions and positive attitudes and (3) conserve favorable opinions.
The most difficult persuasive task is to turn hostile opinions into favorable ones. The truth adage “ don’t confuse me with the facts; my mind is made up .
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• Audience analysis
• Source credibility—the free factors: (1) expertise,
(2) sincerity (3) charisma.
— problems with
Celebrities .
• Clarity of Message
• Timing and Context
• Audience Participation
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• Suggestions for Action
• Content and Structure of Messages—including: (1) drama, (2) statistic, (3) surveys and polls, (4) examples, (5) testimonials, (6) mass media endorsements, and (7) emotional appeals.
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• Lack of Message Penetration—the is also the problem of messages being distorted as they pass through media gatekeepers.
• Competing Messages—hypodermic needle theory  people received information directly without any intervening variable.
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• Self-Selection—vehement supporters frequently ignore information from the other side.
• Self-Perception—depending on a person’s view:
“great contribution to the community” or a “selfserving gimmick.
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Charles Larson lists some ethical criteria for using persuasive devices should be kept in mind:
• Do not use false, fabricated, misrepresented, distorted.
• Do not intentionally use specious, unsupported, or illogical reasoning.
• Do not represent yourself as informed or as an
“ expert ” on a subject when you are not.
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• Do not use irrelevant appeals, to divert attention,
• Do not ask your audience to link your idea— proposal
• Do not deceive your audience by concealing your purpose
• Do not distort, hide, or misrepresent the number.
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