Updated: Aug 27, 2020
Based upon Goebbels' Principles of Propaganda by Leonard W. Doob, published in Public Opinion and Propaganda; A Book of Readings edited for The Society for the Psychological Study of Social Issues.
When reading these propaganda principles, keep in mind that they were applied in wartime (WWII) and involve issues that don’t arise otherwise. It’s a long list, but Goebbels was dealing with the complexity of an all-out war. While reading them you may realize that some of the principles are generally applicable and not limited to wartime. Some might be quite familiar today. It is interesting to note that Goebbels’ principles derive from Hitler’s own ideas of propaganda.
But it is important that you know that these tactics or strategies are not always “ethically correct”, depending on your belief. But, anyway is good to know them for you to be able to identify when they are being used in us.
1. Propagandists must have access to intelligence concerning events and public opinion.
2. Propaganda must be planned and executed by only one authority.
a. It must issue all the propaganda directives.
b. It must explain propaganda directives to important officials and maintain their morale.
c. It must oversee other agencies' activities which have propaganda consequences
3. The propaganda consequences of an action must be considered in planning that action.
4. Propaganda must affect the enemy's policy and action.
a. By suppressing propagandistically desirable material which can provide the enemy with useful intelligence
b. By openly disseminating propaganda whose content or tone causes the enemy to draw the desired conclusions
c. By goading the enemy into revealing vital information about himself
d. By making no reference to a desired enemy activity when any reference would discredit that activity
5. Declassified, operational information must be available to implement a propaganda campaign
6. To be perceived, propaganda must evoke the interest of an audience and must be transmitted through an attention-getting communications medium.
7. Credibility alone must determine whether propaganda output should be true or false.
8. The purpose, content, and effectiveness of enemy propaganda; the strength and effects of an expose; and the nature of current propaganda campaigns determine whether enemy propaganda should be ignored or refuted.
9. Credibility, intelligence, and the possible effects of communicating determine whether propaganda materials should be censored.
10. Material from enemy propaganda may be utilized in operations when it helps diminish that enemy's prestige or lends support to the propagandist's own objective.
11. Black rather than white propaganda may be employed when the latter is less credible or produces undesirable effects.
12. Propaganda may be facilitated by leaders with prestige.
13. Propaganda must be carefully timed.
a. The communication must reach the audience ahead of competing propaganda.
b. A propaganda campaign must begin at the optimum moment
c. A propaganda theme must be repeated, but not beyond some point of diminishing effectiveness
14. Propaganda must label events and people with distinctive phrases or slogans.
a. They must evoke desired responses which the audience previously possesses
b. They must be capable of being easily learned
c. They must be utilized again and again, but only inappropriate situations