PART II--THE GROUP AND HERD

I WHAT CONSTITUTES PUBLIC OPINION? 61

II IS PUBLIC OPINION STUBBORN OR MALLEABLE? 69

III THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT 77

IV THE POWER OF INTERACTING FORCES THAT GO TO MAKE UP PUBLIC OPINION 87

V AN UNDERSTANDING OF THE FUNDAMENTALS OF PUBLIC MOTIVATION IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL 98

VI THE GROUP AND HERD ARE THE BASIC MECHANISMS OF PUBLIC CHANGE 111

VII THE APPLICATION OF THESE PRINCIPLES 118