Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron-

Ch. 9- Public Opinion and Persuasion

Chapter nine focuses on the publics reaction to PR campaigns. The chapter is important because it outlines the goals that must be met in order to persuade the audience. Persuasive communication involves audience analysis, appeal, message clarity, timing, participation of both the audience and PR firm itself. Propaganda is introduced in this chapter as well. Although the term has a long history, usually with a negative connotation, now the term refers to political or other various forms of professional communication. The ethics of communication are important in this chapter as well, it is important to persuade ethically so the public is properly informed. Not using false, fabricated information is important. 

Casey Sherwin