Published: 15 January 2016
Purpose. To identify a mechanism for creating the image of the head of the region as a leader of public opinion. Methods. The authors carried out a practical study within the framework of which the mechanism of creating a leader of opinion was identified. Using the method of partially formal surveys 40 experts were interviewed. Results. The study identified the mechanism of formation of public opinion leader. This mechanism is illustrated in the example of L. Volkova’s development as an opinion leader. In conclusion, the article proposed a mechanism adapted to the process of forming the image of the head of the region as a leader of public opinion and formulated recommendations. Scientific novelty. Scientific novelty and originality consists in the development of a focused image of the head of the region as a leader of public opinion.