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Publics in pr


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Publics in pr

  1. 1. The Publics in Public Relations
  2. 2. What Is a Public?  Public: Any group whose members have a common interest or value in a particular situation.  Stakeholder: A person, or public, that has a stake or an interest in an organization, or an issue that involves the organization.)
  3. 3. Why Are Relationships Necessary?  Resource dependency theory:  Different publics have different resources that organizations need to achieve their goals.  Values-driven and therefore acquiring resources helps to fulfill these values.  Two-way symmetrical public relations is simply supply/demand.
  4. 4. The Publics in Public Relations Traditional Publics: Groups in which we have on-going, long-term relationships with. Nontraditional publics: Unfamiliar to an organization but has the possibility of becoming a traditional public. Intervening publics: When an organization delivers a message with the expectation that it will be passed on to another; such as the news media.
  5. 5. The Publics in Public Relations Primary: Those that can directly affect an organization’s ability to achieve its goal. Secondary: While still important, they have minimal ability to affect an organization. Internal and External publics Domestic and International publics
  6. 6. What Do We Need to Know about Each Public? How much can the public influence our organization’s ability to achieve our goals? – How dependent are you on this public? What is the public’s stake, or value, in its relationship with our organization? Who are the opinion leaders and decision makers for the public? – If you are seeking media coverage, reporters and editors are the decision makers.
  7. 7. What Do We Need to Know about Each Public? What is the demographic profile of the public? – age, gender, income, education What is the psychographic profile of the public? – what they think, feel, or believe What is the public’s opinion of our organization? – This shapes your values and your approach
  8. 8. 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.
  9. 9. Changes Reshaping Workforce A distributed workforce – Home offices, work sites across the world. The increasing use of “temps” – 2.5 million are temps. Hard to produce long-term relationships As the technology required for managing information changes, so does the need for training.
  10. 10. Changes Reshaping Workforce The growth of diversity The aging of the baby boomers – Median age in the workforce today: 45 Generation X (1966-1980) Generation Y (1980-1984) – Different generations have different motivations
  11. 11. News Media Serves as gatekeepers to the larger public. Today there are more than 30,000 outlets. – Newspapers – Magazines and other periodicals – Radio stations (AM and FM) – Television (network and cable) – The World Wide Web
  12. 12. 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.
  13. 13. Investor Publics Individual shareholders Financial analysts Financial news media Mutual fund managers Institutional investors Employee investors
  14. 14. Investor Confidence Even after 9/11, 82 percent believe remaining in the stock markets is a good idea. 66 percent say they’re more cautious about investments than they used to be. Almost two-thirds say they’re concerned about corporate scandals. Energy costs and loss of jobs to overseas employers are the top concerns.
  15. 15. Investor Profile Average age: 49.9 Median household income: $89,000 69 percent are college graduates. 56 percent are male. 83 percent are married. 91 percent are white; 2 percent are black; 2 percent are Hispanic; 2 percent are Asian- American.
  16. 16. Community Publics  Leaders – Public Officials – Educators – Religious Leaders – Professionals – Executives – Bankers – Union Leaders – Ethnic Leaders – Neighborhood Opinion Leaders  Media – Mass Media – Specialized Media  Community – Civic – Business – Service – Social – Cultural – Religious – Youth – Political – Special-Interest Groups
  17. 17. Consumer/Customer Publics Consumer spending is the most powerful force in the U.S. economy. Average annual U.S. household income is $49, 430 -- average household spending is $40,667. The biggest spenders are age group 45-54. Women account for 83 percent of US spending. On-line shopping continues to grow.
  18. 18. Constituent (Voter) Publics Voters are important to government practitioners. Voters are important to anyone seeking to influence public policy. Not all eligible voters vote. – The United States ranks 139th among the world’s 170 democracies in voter turnout. Age is the greatest indicator of who votes in the United States: – Age 65 and older vote in the highest percentages.
  19. 19. Who Votes in the United States? Married citizens: 55 percent; single citizens: 29 percent College graduates: 61 percent; high-school dropouts: 28 percent Household income of $50,000-plus: 57 percent; household income of less than $10,000: 25 percent.
  20. 20. Who Votes in the United States? Women: 47 percent Men: 46 percent White citizens: 49 percent Black citizens: 42 percent Asian-American citizens: 31 percent Hispanic citizens: 30 percent
  21. 21. Business Publics B2B: Business-to-business communication – Publics can include vendors, distributors, retailers, customer businesses and even competitors.