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The advent of scientific PO polling gave democratic governance a new dimension; representatives could discern people's views on virtually any public issue. However, three important questions remain. Are people adequately informed to consider the complex problems of modern government? Do they answer honestly? Should representatives be bound by PO? It is argued that modern PO analysts tend to ignore these questions & instead focus on patterns of attitudes among various population subgroups. Before scientific polling became common, those who studied PO directed their efforts to the connection between behavioral manifestations of PO & the development of public policy. Much of the PO literature preceding scientific polling remains relevant & should not be ignored. Modified HA.

Molding PO on any subject involves several steps: (1), it is essential to define clearly the objectives of the campaign, (2), the public or publics to be influenced should be clearly identified, (3), careful surveys of the att's & opinions of the relevant publics regarding the campaign objectives & programs should be made, & (4), the survey data should be carefully analyzed to find out why people hold the views they do regarding the program or lack information regarding it. This is probably the most important & most difficult step. Once the previous analysis has been made the next step is to create an org for the express purpose of carrying out the campaign. Special attention must be given to both the strategies of argument & persuasion. Publicity really presents no great problem, once the previous steps have been taken. To solve the problem effectively a number of specific suggestions are given. It is inherent in the democratic process that those who believe in an idea or program should exercise their constitutional right to try & win support for it. This propaganda effort, however, should use to the full, methods & techniques which really help citizens to decide rationally. Emphasis should be placed on educ, information, & enlightenment. AA.