Print Media:

1. Newspapers, periodicals, journals are a few of the strongest form of print media that helps in gathering public opinion.
2. These media play in vital role helping people know about incidences, events and situations taking place at national level as well as international level.
3. By reading the printed information, people form their opinions either in favour or against the information printed.
4. Although it is important to note how people perceive this information. In other words, the same piece of information can create multiple viewpoints among people with some favouring and some against.
5. Irrespective of the opinion people form, it should be true, firm and unbiased.
6. Since, most people are unaware of the actual facts, the print media can alter public opinion by presenting biased or false information.
7. It is absolutely necessary to have ‘freedom of press’. Doing so, the media can boldly present both the achievements as well as failures of the government without pressure or fear. This will in turn let people create their true opinion i.e. public opinion.
8. India is a large and diverse nation in terms of literacy, language and culture, etc. For example, there are states and regions that are very backward and have very low level of literacy.
9. To canter such a diverse nation several regional newspapers are also printed. Regional newspapers play a crucial role in gathering public opinion of such regions.
10. At present, print media in cultivating public opinion in regions having less literacy.
11. To overcome this problem various organizations, industrial groups and political parties publish their own diaries or circulars in regional languages for even very small regions.
12. Apart from all these, the government also publishes various periodicals and issues providing important information to gather public opinion.

Electronic Media:

1. Audiovisual media like the radio, television, cinema, computer, laptop, smartphones, etc. are parts of important electronic media in cultivating public opinion.
2. Although electronic media works best for all types of people but it is more effective in the regions where literacy is less.
3. Radio and television are considered far more effective than newspapers and periodicals.
4. Radio and television broadcasts live incidents taking place at national as well as international level.
5. In recent times FM radio channels have boomed up. These channels also play an important role in cultivating public opinion.
6. Electronic surveys on TV, internet and radio also help to create public opinion.
7. Opinion polls are presented during the elections and people are asked to vote for their opinion. Opinion polls help to estimate how much do people favour or criticise an event or a political party, candidate, etc.
8. These media together can transmit the achievements and failures of the government to people at large, both at urban regions and also at the most extreme regions of the country.