About publics

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About publics

  1. 1. PUBLICS IN THE PROCESS OF STRATEGIC COMMUNICATION
  2. 2. 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.”
  3. 3. 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
  4. 4. 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.
  5. 5. 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)
  6. 6. 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
  7. 7. 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
  8. 8. Types of public a) Attitude for the organization/problem: - Supporters - Opposites - Neutral b) Communication target: - Primary (the most important); - Secondary; - Optional.
  9. 9. 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.
  10. 10. 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
  11. 11. 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
  12. 12. 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

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