Chapter eight was about evaluation.  Evaluation is the fourth step in the public relations process.  In this process people measure the results against established objectives set during the planning process.  Evaluation helps companies and organizations know how well they did or what they need to do to improve things.  During evaluation the companies measure how well the audience recieved what the company was trying to convey.

Chapter Nine : Public Opinion and Persuasion

  • Public opinion is the collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs and ideals.
  • Once self-interest is involved, opinion is not easily changed.
  • Opinion leaders are people who are are highly interested in a subject or issue, better informed on an issue than an average person, avid consumers of mass media, early adopters of new ideas and good organizers who can get other people to take action.
  • 10 – 12 % of the general public are opinion leaders.
  • Persuasion can be used to change or neutralize opposing opinions.

Notes and reading are from the book  Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.


~ by atle1 on March 30, 2009.

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