Description
The process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.
Alternative labels
manufacturing of public opinion
forming of public opinions
forming of public’s opinion
shaping of public opinion
Skill type
knowledge
Skill reusability level
cross-sector
Relationships with occupations
Essential knowledge
Forming of public opinion is an essential knowledge of the following occupations:
Advertising manager: Advertising managers perform the implementation of the advertising initiatives planned in the strategic marketing plan. They organise and prepare the resources needed to launch advertising campaigns and operations in advertising agencies. They prepare and align the communication channels, negotiate contracts, and ensure that operations adhere to budgets.
Public relations manager: Public relations managers strive to convey and maintain a desired image or reputation of a company, individual, governmental institution, or organisation in general to the public and stakeholders at large. They use all sorts of media and events to promote the positive image of products, humanitarian causes or organisations. They attempt to ensure that all public communications portray clients the way they want to be perceived.
Spokesperson: Spokespeople speak on behalf of companies or organisations. They use communication strategies to represent clients through public announcements and conferences. They promote their clients in a positive light and work to increase an understanding of their activities and interests.
Public relations officer: Public relations officers represent a company or organisation to stakeholders and the public. They use communications strategies to promote an understanding of the activities and image of their clients in a favourable way.
Communication manager:
Communication managers, as spokespersons, the communications issued by the company for both the internal and the external clients. For internal clients, meaning the employees, communication managers ensure that communications reach each one of the employees and further questions can be answered. For external parties, they coordinate coherence among the messages transmitted in mails, printed materials, press articles, and corporate promotional materials. They strive to maintain truthful communications.
Optional knowledge
Forming of public opinion is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.
References
- Forming of public opinion – ESCO
