-Public Opinion as quoted on pg 214 is the “collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs and ideals.”

-There are several different  types of leaders: formal opinion leaders and informal opinion leaders. Formal includes elected officials, presidents of companies etc. Informal includes role models who are admired.

-There is a dominant view of what peers think of PR. This view is to create “a favorable and positive climate of opinion toward the individual, product, institution or idea which is represented.” -Edward Bernays

-Persuasion is used to 1) change or neutralize hostile opinions 2)crystallize latent opinions and positive attitudes and 3) conserve favorable opinions.

-The most common types of propaganda are plain folks, testimonial, bandwagon, card stacking, transfer, transfer and glittering generalites.