16 Questions
Traditional publics are groups in which we have on-going, long-term relationships with. Nontraditional publics are unfamiliar to an organization but have the possibility of becoming a traditional public
traditional publics, nontraditional publics
The ______ is a nonspecific term referring to everyone in the world
general public
Two-way symmetrical public relations is simply supply/demand. The publics in public relations are traditional publics, nontraditional publics, and ______
intervening publics
Primary publics are those that can directly affect an organization's ability to achieve its goal. Secondary publics, while important, have minimal ability to affect an organization
primary publics, secondary publics
An organization's publics either have an effect on the organization, are affected by the organization, or both
have an effect on org, affected by org, or both
Consumers engage with companies receiving feedback on questions affecting their buying decisions
consumers
Who are the opinion leaders and decision makers for the public
influencers and authorities
What is the demographic profile of the public. age, gender, income, education
population characteristics
What is the psychographic profile of the public. what they think, feel, or believe
attitudes and beliefs
What Do We Need to Know about Each Public
understanding of each audience
What is the public's opinion of our organization. This shapes your values and your approach
perception of the organization
Employee: Executives say employee and internal-communication is a top priority. However, studies show many employees rely on the grapevine and don't believe that their organizations tell them the truth
internal communication challenges
The growth of diversity The aging of the baby boomers Median age in the workforce today: Generation X (1966-1980) Generation Y (1980-1984) Millennial Different generations have different motivations
changing workforce dynamics
News Media: Serves as gatekeepers to the larger public. Newspapers Magazines and other periodicals. Radio stations (AM and FM) Television (network and cable) The World Wide Web (Social Media Platform)
channels for information dissemination
Government Publics: Government officials play an important role in the success of public relations efforts. Governments exist at several levels (local, state, and federal). Advice from lobbyists: Be well-prepared and work fast
involvement of government in public relations
B2B: Business-to-business communication Publics can include vendors, distributors, retailers, customer businesses and even Competitors
business-to-business communication dynamics
Study Notes
Types of Publics
- Traditional publics: groups with ongoing, long-term relationships with an organization
- Nontraditional publics: unfamiliar to an organization but have the possibility of becoming a traditional public
- Latent publics: a nonspecific term referring to everyone in the world
- Two-way symmetrical public relations: supply/demand
- Primary publics: can directly affect an organization's ability to achieve its goals
- Secondary publics: have minimal ability to affect an organization's goals
Understanding Publics
- Consumers: engage with companies, receiving feedback on buying decisions
- Opinion leaders and decision makers: key influencers of public opinion
- Demographic profile: age, gender, income, education
- Psychographic profile: what they think, feel, or believe
- Public's opinion of the organization: shapes values and approach
Employee Publics
- Executives prioritize employee and internal communication
- Employees often rely on the grapevine and distrust organization's truthfulness
- Diversity and aging workforce: Baby Boomers, Gen X, Gen Y, Millennials with different motivations
News Media Publics
- Gatekeepers to the larger public
- Include: newspapers, magazines, radio, television, and social media platforms
Government Publics
- Government officials play a crucial role in public relations efforts
- Governments exist at local, state, and federal levels
- Lobbyists' advice: be well-prepared and work fast
B2B Publics
- Business-to-business communication
- Includes vendors, distributors, retailers, customer businesses, and competitors
Test your knowledge on public relations, stakeholder theory, and resource dependency in organizations. Learn about different groups of people with shared interests, stakeholders' roles, and the impact of the general public and consumers on organizations.
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