There are some basic principles that guide the preparation of a propaganda campaign.

Authority: A message has more credibility when attributed to someone with expertise on the subject matter or one who has the proper standing to make the argument.

Reinforcement: A message will be more persuasive when heard repeatedly and from multiple, mutually-reinforcing sources.

Understanding: Campaigns to influence opinions and behavior must be accompanied by research that explains the values and customs that form the underpinning of current attitudes.

Situation: A statement will have greater impact if the target group feels they are hearing it inadvertently, as opposed to being lectured (the use of song lyrics, offhand remarks, drama, making it appear that the promoted idea is secondary to something else).

Change: People tend not to notice change that takes place gradually, and thus a disinformation campaign arouses less suspicion or resistance if it makes big changes in small increments.

Contagion: People will be more accepting of new ideas if they feel they are popular with their peers. Propaganda achieves this by using a variety of media to create a deviant view of reality, which makes the desired change seem inevitable.

Linkage: A statement of opinion will be better received by the target group if it is promoted by a person whose views are similar to theirs or combined with ideas that the group supports.

Evaluation: Messages and themes have to be tested regularly to assess the reaction of the persons within target population, then revised as necessary before being used on mass audiences (field studies).

Expectations: Communications should be framed in a way that makes them appear as normal as possible, so these communications appear to fit in with the daily lives and expectations of that particular group or sub-group.

Ownership: Members of the target group are more likely to adopt new ideas and retain them if they can be persuaded to express them publicly themselves (essay contests, direct hires, incentives, etc.)

Emotions: In many circumstances, appeals to the emotion are more effective over the short term than appeals to reason. Message that inspire to kindness, love, or a sense of obligation, like those that play on existing hopes and fears, are most likely to bring about change.

Marketing: New ideas will become accepted more quickly if the underlying values are reflected in what is seen frequently and over a significant period of time in public places, markets, etc.

Symbolism: Cultural symbolism can be used convey ideas and change beliefs in a subtle way that appeals to the subconscious - used primarily to undercut resistance to a propaganda offensive.

The Big Lie: Propaganda eventually gains legitimacy if the message or slogan is repeated over and over.

Negativism: New beliefs can supplant existing ones if the latter are subject to effective and redundant rebuttal, ridicule, shame or mockery.

Attack: A campaign to discredit an idea can incorporate the "character assassination" technique of demonizing specific persons and institutions associated with the ideas.

Endorsement: An idea can gain traction if directly or indirectly endorsed by a respected person or institution. This could be a rock star, a member of the clergy, a learned person or elder, or a popular politician - depending on the audience to be reached.

Motivation: People exposed to a political propaganda campaign can be encouraged to embrace new beliefs if they have a specific motivation - i.e., reward or enticement - to act on those beliefs.

Choice: Propaganda can imply that people are limited to only one of two choices - the "if you're not with us you're against us" assertion.

Intimidation: People can be persuaded to change behavior and allegiances if they are convinced that not doing so will produce harm to themselves or other unwanted consequences.

Logic: Arguments gain traction from drawing conclusions or making promises, often false and misleading ones, that assure people that some political arrangement, such as outsourcing oil production, will produce health, opportunity and a higher standard of living.

Reverse Psychology: A propagandist can advance his ideals by disseminating messages in favor of the oppoent's ideas, but done in such as way as to make them look stupid, mean, or irresponsible.

Conditioning: In this instance, the propagandist creates an association between a particular stimulus and his own message, so that the audience is conditioned to react in the same way to both. Also known as the Pavlov's dogs theory.

Censorship: Another way to increase the impact of propaganda is to isolate the audience as completely as possible from contrary ideas.

Media Saturation: If a propaganda offensive seeks to bring about substantial changes, it needs to cover all forms of communication to the extent that other ideas are squeezed out or made to look irrelevant or outdated.

Confusion: If the audience is bombarded with new information that is contradictory and confusing, the propagandist creates an atmosphere in which the normal context of behavior no longer applies.

Pure Hate: Propaganda, especially in wartime, must generate in the masses a feeling of malice, prejudice, contempt, or fear of a well-defined "common enemy."