Chapter 9:Public Opinion and persuasion

Wilcox D.L. and Cameron, G. T. (2009). Public Relations Strategies and Tactics ninth edition. Boston: Allyn and Bacon.Opinion Leaders as Catalysts

 Opinion leaders are described as:

  1. highly interested in a subject or issue
  2. better informed on an issue that the average person
  3. avid consumers of mass media
  4. early adaptors of new ideas and
  5. good organizers who can get other people to take action


“Individualist” fit the profile of:

  1. being active in the community
  2. having a collective degree
  3. earning relativity high incomes
  4. regularly reading newspapers nad magazines
  5. actively participating in recreational activities and
  6. showing environmental concern by recycling

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