PublicOpinion.html

Axioms of Public Opinion

Appeals to self interest are most effective.
It is easier to provide information than it is to form an opinion.
It is easier to form an opinion than it is to change an opinion.
The clearer, simpler and symbolic the message, the better.
If you want people to understand, say exactly what you mean.
Major events can have a strong, but brief, impact on public opinion.
Actions speak louder than words and are more likely to motivate people.
Speak to your hopes and aspirations, not how you hope to attain them.
When the crowd is on your side, tell just one side of the story. When it is on the other fellowís side, present both sides.
People resist change.
When there is little to choose from between opposing views, a determining factor tends to be the argument heard last.
In a confusing situation involving opposing messages, people tend to believe what they want to believe.
Leaders are under the brightest spotlight in times of crisis or controversy. These are also times when their followers are more likely to speak out.
Do not trust your gut reaction. Base decisions on solid research and analysis.
Public opinion is not cast in stone and often changes over time.