Opinion Leader

What is an Opinion Leader?

An opinion leader is a person with above-average influence on the opinions of others. Their assessments are strongly heeded and passed on by their environment or audience.

Opinion Leader in Detail

The concept of the opinion leader goes back to communication research (among others, Paul Lazarsfeld) and describes that information and opinions often do not take effect directly but via influential intermediaries (the two-step flow). Opinion leaders stand out through credibility, expertise, or reach in a particular area – these can be experts, journalists, industry heavyweights, or today also high-reach personalities on social networks (influencers). For communication work, opinion leaders are valuable because they act as multipliers: those who convince them indirectly reach their audience and gain credibility. It is important to identify the relevant opinion leaders of a topic field and to address them with content that is relevant and credible to them – not with clumsy advertising. Opinion leaders help shape which topics and evaluations prevail and are thus an important lever in public relations and agenda-setting.

In practice, opinion leaders are valuable multipliers: those who convince them indirectly reach their audience and gain credibility. The concept goes back to communication research, among others to Paul Lazarsfeld, and describes that opinions often do not take effect directly but via influential intermediaries (the two-step flow). Opinion leaders stand out through credibility, expertise, or reach in an area – these can be experts, journalists, industry heavyweights, or today high-reach personalities on social networks. For communication work, the task is to identify the relevant opinion leaders of a topic field and address them with content relevant and credible to them – not with clumsy advertising, which is quickly seen through and costs trust.

What are Opinion Leaders important for?

Opinion leaders act as multipliers: those who convince them indirectly reach their audience and gain credibility. For communication, the task is to identify the relevant opinion leaders of a topic and address them with credible, relevant content.

Opinion Leader – Examples in Practice

A company wins a recognized expert as an advocate for a topic. A brand collaborates with a credible influencer. An organization deliberately informs influential trade journalists.

Opinion Leader: Key Features at a Glance

• Definition: above-average influence on opinion
• Basis: credibility, competence, reach
• Theory: the two-step flow of communication
• Role: multiplier and intermediary
• Benefit: indirect reach and credibility

Related Terms

• Leading Medium
• Agenda-Setting
• Media Relations
• News Value
• Community Management

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Opinion Leader: Frequently Asked Questions

What is an opinion leader?

A person with above-average influence on the opinions of others, whose assessments are strongly heeded and passed on.

Where does the concept of the opinion leader come from?

From communication research (among others, Paul Lazarsfeld): opinions often do not take effect directly but via influential intermediaries (the two-step flow).

Why are opinion leaders important for communication?

Because they act as multipliers: those who convince them indirectly reach their audience and gain credibility.

How do you address opinion leaders?

By identifying the relevant opinion leaders of a topic and offering them content that is relevant and credible to them – not clumsy advertising.