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Chapter 4- The Publics in Public Relations September 10, 2008

Posted by sgdavis6439 in Reading Notes.
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  • Publics are defined as any group whose members have a common interest or common values in a particular situation. There exist several different kinds or categories of publics: traditional, nontraditional, latent, aware, active, intervening, primary, secondary, internal, external, domestic, and international.
  • Publics all differ greatly. In order to establish lasting relationships, an organization must gain key knowledge of each of its publics through a process of answering seven questions
    • How much can the public influence our org’s ability to achieve its goals?
    • What is the public’s stake in its relationship with our org?
    • Who are the opinion leaders/decisions makers?
    • What is the demographic profile of the public?
    • What is the psychographic profile of the public?
    • What is the public’s opinion of our organization?
    • What is the public’s opinion of the issue in question?
  • Co-orientation allows organizations and publics to evaluate where one another stands in terms of the issues, values, and needs each party shares in an effort to maintain effective relationships. It is based upon four questions:
    • What is our organization’s view of this issue?
    • What is the particular public’s view of this issue?
    • What does our organization think the public’s view is?
    • What does the particular public think our organizations view is
  • While traditional publics generally include employees, media, gov’ts, investors, consumers, multicultural groups, constituents, and businesses, they change depending upon the organization. All of these groups change respectively as time goes on and organizations must use research strategies such as coorientation in order to maintain effective relationships
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