The key to mastering public relations is to understand mass psychology.
An expert in public relations has an eye in identifying common characteristics and motives that help to sway opinions. He recognised that people make decisions with impulse and emotions rather than with logic and strategy. While we like to think we are rational beings, the truth is that we make many unconscious irrational decisions.
The easiest way for public relations experts to sway public option is to use cliches and memorable narratives. They use generic and ambiguous words so that people can interpret their messages according to their own bias.
If you can unearth the hidden motives behind people’s surface-level desires, you will know what they truly want. Once you know what drives and motivates a person, you can influence them to do your bidding. Everything around you is field by these hidden desires of people. When you understand the source of desire, you will learn how to seed an idea into the mind of the public so the people will subconsciously accept your narrative as their own idea.