第4章舆论（课件）-《公共关系实务（第14版）》同步教学（清华大学出版社）

公共关系实务 第4章 舆论 If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 4.1 讨论舆论现象、当代的各种例子、影响舆论的领域以及舆论是如何形成的。 4.2 探讨态度问题以及态度是如何被影响、激发和改变的。 4.3 讨论说服方面的话题、各种相关理论以及人们是如何被说服的。 4.4 考察声誉，尤其是企业形象，以及企业可以如何提升自己的声誉。 学习目标 Chapter 4 discusses public opinion, attitudes, persuasion, and reputation. 2 开篇案例：“MeToo推特运动” 赢得舆论青睐要花费多年的努力，而要毁掉则只需几分钟 2017年年底哈维·韦恩斯坦性骚扰指控引发了“MeToo推特运动” The #MeToo movement metastasized to envelop powerful men from inside and outside Hollywood. 3 在舆论方面受损不是一件小事情 声誉受损可能造成声望和业务方面的损失 公关机构宣传自己是“声誉管理”领域的专家 Public relations agencies protect clients from damage in the court of public opinion. 4 声誉扫地的例子 金融巨头被媒体与国会冠上在次贷危机中挥霍股东的信任和财富的罪名 国际足联官员被美国司法部指控犯有敲诈勒索罪 曾在奥运会上获奖的美国女子体操队的队医劳伦斯·纳斯萨尔因性侵罪被判终身监禁 In 2008, the nation witnessed a parade of several of its richest financial leaders get called to task for squandering shareholder trust and resources. In 2015, FIFA was rocked with scandal as 14 people, including nine current or former FIFA officials, were charged with racketeering by the U.S. Department of Justice. In 2018, Dr. Nassar was convicted of sexually abusing the young women in his charge over a period of many years. These individuals and the organizations they represented suffered serious setbacks in their standing with the public. 5 舆论是一种富于激情的、不断变化的商品 它使个人和组织变得脆弱 要让一个人对某件事物持有强烈看法是很难的 当人们形成某种看法之后再去改变则更是难上加难 公关业的核心仍然试图影响舆论的形成过程 Public relations professionals need to understand what public opinion is, how it is formed, how it evolves from people’s attitudes, and how it is influenced by communication. 6 要建立信赖，必须先改变“行动” “给臭鼬洒再多的香水也没有用。” 全球最好的公关活动也无法建立信任，如果事实正在毁掉这种信任的话 要想建立信赖或信任，你必须先改变“行动” 7 学习目标 4.1 讨论舆论现象、当代的各种例子、影响舆论的领域以及舆论是如何形成的。 Public opinion is not easily explained. 8 什么是舆论? (1 of 3) “激起现代人愤怒的看不见的上帝”——约瑟夫·克拉夫特（Joseph Kraft） “用来描述难以界定、活泼且易变的个体判断组合的术语”——爱德华·伯奈斯 “舆论不是某种事物的名称，而是对众多事物的分类”—