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11 - Engaging Public Opinion

Theory and Practice

from Part IV - The Pollster as Spin Doctor

Published online by Cambridge University Press:  01 November 2024

Clifford Young  and
Kathryn Ziemer
Clifford Young
Affiliation:
Ipsos Public Affairs
Kathryn Ziemer
Affiliation:
Ipsos Public Affairs
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Summary

In this chapter, we discuss both the structural and the packaging perspectives in conceptual terms. It is worth noting that the communications literature is diffuse and poorly integrated. Some of it reads more like self-help books. To be fair, it does draw on many different disciplines – some more rigorous; others less so. As such, our purpose here is to provide a clear framework for the pollster and practitioner. There is considerable art and creativity to effective communications. Look at Cannes Lion every year- the Oscars of the PR and Marketing world. There is incredible creativity in the crafting of impactful messages. But public opinion is public opinion – with a few basic compositional truths. By nailing them down, the pollster is able to provide structure to the communications process.

Keywords

rankingsratingswordsemotionscognitionmessagingpackagingcuingframingpriming
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Chapter
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Polls, Pollsters, and Public Opinion
A Guide for Decision-Makers
 , pp. 171 - 189
Publisher: Cambridge University Press
Print publication year: 2024

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