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 fellow’s 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.