I’m reading Leo Bogart’s, Premises for Propaganda: The United States Information Agency’s Operating Assumptions in the Cold War (New York: Free Press, 1976), this is based on a report that he compiled for the agency in 1953-54. From page 55 an anonymous USIA official commenting on the targets for public diplomacy:
‘Any given area, country, or city can be divided into 5 percent operators, 10 percent stooges, and 85% slobs’
Public Diplomacy, Networks and Influence 