The Eleven Principles of Propaganda, by Joseph Goebbels. (if it's familiar to them, it's not a coincidence... )
1. - Principle of simplification and unique enemy. Adopt a single idea, a single Symbol; Individualize the opponent into a single enemy.
2. - Principle of the method of infection. Gather various opponents into a single category or individual; the opponents must form an individualized sum.
3. - Principle of transposition. Load on the opponent with their own errors or flaws, responding attack with attack. "If you can't deny the bad news, invent others to distract them."
4. - Principle of exaggeration and disfiguration. Turn any anecdote, no matter how small, into a grave threat.
5. - Principle of vulgarization. "All propaganda must be popular, adapting its level at least intelligent of the individuals to whom it is directed. The bigger the mass to convince, the smaller the mental effort to perform. The receptive capacity of the masses is limited and their understanding is scarce; besides, they have great ease of forgetting.
6. - Principle of orchestration. Propaganda should be limited to a small number of ideas and tirelessly repeated, presented over and over again from different perspectives but always converging on the same concept. Without cracks and no doubt.” Here comes the famous phrase: "If a lie is repeated enough, it eventually becomes truth."
7. - Principle of renewal. You must constantly broadcast new information and arguments at a rate that when the opponent responds the audience is already interested in something else. Opponent's answers must never counterbalance the increasing level of accusations.
8. - Principle of Verosimility. Construct arguments from various sources, through so-called probe balloons or fragment information.
9. - Principle of silence. Silence on issues for which there is no argument and concealing news that favors the opponent, also counter-programming with the help of like-minded media.
10. - Principle of transfusion. Propaganda generally operates from a pre-existing substrate, either a national mythology or a complex of traditional hatred and prejudice; it is about spreading arguments that can be rooted in primitive attitudes.
11. - Principle of unanimity. Get to convince a lot of people who think "like everyone else", creating the impression of unanimity.