Shadowconstituencies Suppliers Potential Personnel Producers Customers Financiers Secondarycustomers PUBLICS Current Enablers Media Limiters Competitors Allies Opponents Opinion leaders Opinionleaders StrategicPlanning for Public Relations, Smith, Categories of PublicsExhibit 3.1
1. Who are the major publics for your organization? Customers Primary: Purchasers of snowboarding, surfing, skateboarding equipment and street wear apparel and accessories. It can be further divided into e.g. snowboarders only or surf schools buying equipment. Secondary: I.e. students at a surf school, making use of the products bought by the school (the primary customer). Likewise, the pro riders sponsored by Quiksilver are secondary customers. Shadow constituencies: E.g. a mother buying her son surf equipment, because she is aware of the fact that he likes surfing. A potential customer could be a person currently buying a competitor’s brand. A person riding Rip Curl, and who may not know Quiksilver, is still a potential customer.
Producers Pro riders are producers, for instance Kelly Slater is both a financier and producer since he contributes financially and reputation wise to the company. ASP (Association of Surfing Professionals) Personnel in the stores and at the surfing schools. The volunteers of the Quiksilver Foundation projects. The management of Quiksilver Inc. and management of the subbrands. Suppliers Quiksilver has great expectations for their suppliers when it comes to work ethics and environment (through their corporate governance).
Enablers Media: Television & radio: Commercials and TV coverage ofthe Quiksilver events. Internet: Blogs both at Quiksilver’s own homepage (Pro rider’s blogs) and board riders blogging around the world. Allies: Communities supporting the surf/ski/skate events. Alliances with Apple when creating a phone cover for the iPhone. Regulators: Community leaders such as governmental regulations for advertisement or trading (e.g. opening hours). Opinion leaders: Publics with influence over costumers’ or potential costumers’ opinions. E.g. surf teachers recommending Quiksilver’s equipment or talented boarders that other board riders admire, who purchase the Quiksilver brand.
Limiters Limiters, relevant for Quiksilver is the publics that in different ways undermine the success of the company. Competitors: Board equipment: Street wear apparel: Opponents: Limiters concerned about Quiksilver’s influence on the environment: NGO’s Environmental activists unaffected by Quiksilver’s CSR activities. Unfriendly opinion leaders: Blogs Facebook or other social media tools
2. Who are the key publics for its situation? Situation Lacking growth in Europe.
Key-publics Competitors Financiers (Relation with the bank) Customers (12-20 year old) Enablers - Underground environment in the big cities of Europe - Event planners for the snowboard, skate and surfing contests
3. Who are the intercessory publics or major opinion leaders? Intercession is somewhat similar to networking and is illustrated in publics using their influence to obtain a favor for a brand. Most often, an intercessory public consists of enablers, classified as regulators for an organization. Quiksilver’sintercessory publics: Pro riders Facebook groups/pages created by fans promote Quiksilver online Likewise, Quiksilver have intercessory individuals representing the company on a local level. These can be opinion leaders, likeourselves, promoting Quiksilver in class and trough our blog. This word-of-mouth support is to be found among formal and informal opinion leaders. Formal opinion leaders for Quiksilver are e.g. their pro riders or other cooperators such as a surf magazine. Informal opinion leaders besides us are other bloggers or the guy who works down at Ski&Surf, who has knowledge of an interest in promoting and selling the Quiksilver brand.
Poll Remember to votein ourDaddyPoll”Quiksilver – so youthinkyouknow Quiksilver” belowthis slide show… … or the ninjawillPolldance…