Propaganda
Defaults: IQ-5, Merchant-5, or Psychology-4.
This is the skill of indirect persuasion through the media. It is used for psychological warfare by intelligence and military organizations, and for advertising and marketing in the civilian world. Use familiarity to reflect the differences between these areas.
Propaganda works on groups, not individuals. The GM should set the effective Will of the target group based on its size, composition, and resistance to the desired outcome, and then use the Influence Rolls rules to determine the results. Success might inform the target audience or even alter its perceptions. Propaganda attempts nearly always take more time and exposure than ordinary Influence rolls, however; how much time is up to the GM.