Public opinion is dynamic as it changes from time to time based on current circumstances, factors and events occurring in the organization's general and private public as well as efforts exercised to try to change and modify public opinion. This requires patience, perseverance, seriousness and competence in preparing the justifications of the other opinion to modify or change opinion. Hence the role of public relations in following events and what is written or said about the organization, because discovering these early rumors is much better than letting them expand and worsen until they become out of control. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay There are a number of bases on which public relations can be applied to persuade public opinion and therefore the ability to modify or change the most important of these are: Knowledge: Individuals ignore any idea or point of view unless who do not have full awareness of the extent of their impact on their personal needs and aspirations. Therefore, the message must include an explanation and definition of the personal benefit to the audience from the idea or point of view. Movement in which individuals do not accept a particular idea or point of view unless it is interpreted as applicable and its effects on them clarified. Therefore, the message must include how to implement the idea and the audience will ignore it. Trust where individuals enthusiastically accept the views of those who trust them from individuals, organizations or institutions, and therefore the personality of the idea (the public relations man) has a great impact on the psychology of the public to accept. Clarity where the idea is most acceptable and convincing if it is clear to the audience to be contacted, or to be addressed and does not involve any ambiguity, ambiguity or conflict. Clarification where the proposal or idea must be clearly defined, so as not to be subjected to more than one explanation or interpretation of a particular, and this requires the public relations professional to use words and terminology that cannot be tolerated or ambiguity. In general, public relations are aimed at influencing public opinion through one or more of the following methods: Changing or neutralizing unfavorable or hostile opinions Formulating opinions not yet formed, or underlying opinions, in a manner consistent with the interests of the Organization- Maintain or maintain favorable opinions in line with the interests of the Organization promote existing favorable opinions and increase their strength in favor of the Organization.