Axioms of Public Opinion
Updated 22
October 2019
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- 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.
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