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About publics

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About publics About publics Presentation Transcript

  • PUBLICS IN THE PROCESS OF STRATEGIC COMMUNICATION
  • Definitions of public Blumer: “A group of people which, facing the same problem of social interest, expresses alternative and sometimes competing ideas about the means to solve that problem” Chelcea: “The sociological and statistical category formed by a group of people with different characteristics which have in common a center of interest or identical and simultaneous information about a problem.”
  • Concepts’ differences: public - crowd Crowd: a reunion of a heterogeneous collection of individuals (very different as age, gender, education, occupation) in the same space; Specific: collective exaggerated reactions, emotional sensitivity Public: Also a great number of people but with the same interests and information; not necessarily in the same space
  • Concepts’ differences: public - mass Mass: a large collection of people with similar life styles and social context, but not necessarily common interests or objectives, which could transform in distinct groups sometimes. = the base of selection for publics.
  • Concepts’ differences: public - audience Audience: The total of receptors for a message released by media = the amount of individuals isolated in space but who receive the same information in the same moment. Indicators: rating (market penetration: how many people potentially receive the message); market share (people who prefer a channel instead of a competing one)
  • Concepts’ differences: public - audience • Audience as: - Social heterogeneous collection; - Mass - Public - Market The difference public –audience: public has a relationship with the organization/public character who releases the message
  • Reception (Jauss model) Reception is facing the proposal of the message with the experience and frame of interpretation of an individual. Types of reception: Emotional reception; Memory reception (remember elements in own experience) Intellectual reception; Behavior reception: translating the message in a behavior
  • Types of public a) Attitude for the organization/problem: - Supporters - Opposites - Neutral b) Communication target: - Primary (the most important); - Secondary; - Optional.
  • Seitel: the map of key publics The maps are individualized for each organization; 20 Key publics Internal: boards of directors; managers, empoyees, employees ‘ families, labor unions; External: press/media; stakeholders; customers; investors;competitors; suppliers; dealers; suppliers; authorities; banks; trade associations ; community neighbors; international community.
  • Hendrix model Each public should be evaluated in function of its categories. Ex. Mass-media: Local/regional/national Radio, television, newspapers General /specialized Online/real environment/both
  • Hendrix inventory of publics Positive influence P (1-10) = the good elements produced by that public Negative potential V (1-10) = the possibility to harm the organization Importance of public P+V= I
  • Example of characteristics for a public (Central public for an electoral campaign) Men, active and informed, great media consumers, age 40-50 years, married, with children, employed in private companies or having their own business, graduated or post-graduated. Access more the television in the evening but also the online forums. Values: competence, experience, education, equity, competitiveness, real estate, confort