copyright © allyn & bacon 2003 the publics in public relations chapter 4 public relations: a...

Copyright © Allyn & Bacon 2003Copyright © Allyn & Bacon 2003

The Publics inThe Publics inPublic RelationsPublic RelationsThe Publics inThe Publics in

Public RelationsPublic RelationsChapter 4Chapter 4

Public Relations:Public Relations:

A Values-Driven ApproachA Values-Driven Approach

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What Is a Public?What Is a Public?What Is a Public?What Is a Public?

§ Public: Any group whose members have Public: Any group whose members have a common interest or value in a a common interest or value in a particular situation.particular situation.

§ Stakeholder: A person, or public, that Stakeholder: A person, or public, that has a stake or an interest in an has a stake or an interest in an organization.organization.§ (Or in an issue that involves the (Or in an issue that involves the

organization.)organization.)


Why Are RelationshipsWhy Are RelationshipsNecessary?Necessary?Why Are RelationshipsWhy Are RelationshipsNecessary?Necessary?

Resource dependency theoryResource dependency theory

And values-driven public relationsAnd values-driven public relations

And two-way symmetrical public relationsAnd two-way symmetrical public relations


The Publics in Public RelationsThe Publics in Public RelationsThe Publics in Public RelationsThe Publics in Public Relations

• Traditional and nontraditional publicsTraditional and nontraditional publics

• Latent, aware, and active publicsLatent, aware, and active publics

• Intervening publicsIntervening publics

• Primary and secondary publicsPrimary and secondary publics

• Internal and external publicsInternal and external publics

• Domestic and international publicsDomestic and international publics


What Do We Need to KnowWhat Do We Need to Knowabout Each Public?about Each Public?What Do We Need to KnowWhat Do We Need to Knowabout Each Public?about Each Public?

• How much can the public influence our How much can the public influence our organization’s ability to achieve our organization’s ability to achieve our goals?goals?

• What is the public’s stake, or value, in its What is the public’s stake, or value, in its relationship with our organization?relationship with our organization?

• Who are the opinion leaders and decision Who are the opinion leaders and decision makers for the public?makers for the public?


What Do We Need to KnowWhat Do We Need to Knowabout Each Public?about Each Public?What Do We Need to KnowWhat Do We Need to Knowabout Each Public?about Each Public?

• What is the demographic profile of the What is the demographic profile of the public?public?

• What is the psychographic profile of the What is the psychographic profile of the public?public?

• What is the public’s opinion of our What is the public’s opinion of our organization?organization?

• What is the public’s opinion (if any) of the What is the public’s opinion (if any) of the issue in question?issue in question?


Co-orientationCo-orientationCo-orientationCo-orientation

• Discovering where an organization agrees Discovering where an organization agrees and disagrees with a key public:and disagrees with a key public:• What is our view of this issue?What is our view of this issue?• What is the particular public’s view of this What is the particular public’s view of this

issue?issue?• What do we think the public’s view is? Does this What do we think the public’s view is? Does this

agree with reality?agree with reality?• What does the public think our view is? Does What does the public think our view is? Does

this agree with reality?this agree with reality?


Employee PublicsEmployee PublicsEmployee PublicsEmployee Publics

• Executives say employee and internal Executives say employee and internal communication is their top priority.communication is their top priority.

• The challenge of establishing good The challenge of establishing good employee relationships is increasing.employee relationships is increasing.


Changes Reshaping WorkforceChanges Reshaping WorkforceChanges Reshaping WorkforceChanges Reshaping Workforce

• A distributed workforceA distributed workforce

• The increasing use of “temps”The increasing use of “temps”

• The growth of information managersThe growth of information managers

• The growth of diversityThe growth of diversity

• The aging of the baby boomersThe aging of the baby boomers

• Generation XGeneration X

• Generation YGeneration Y


Job SatisfactionJob SatisfactionJob SatisfactionJob Satisfaction

• Employees around the world say bad Employees around the world say bad communication affects their workplace.communication affects their workplace.

• Employees around the world have varying Employees around the world have varying degrees of job satisfaction:degrees of job satisfaction:• 61 percent of Danish workers are satisfied.61 percent of Danish workers are satisfied.

• In urban Mexico: 44 percent.In urban Mexico: 44 percent.

• In Japan: 16 percent.In Japan: 16 percent.

• In the Ukraine: 10 percent.In the Ukraine: 10 percent.

• In Hungary: 9 percent.In Hungary: 9 percent.


News Media PublicsNews Media PublicsNews Media PublicsNews Media Publics

• NewspapersNewspapers

• Magazines and other periodicalsMagazines and other periodicals

• Radio stations (AM and FM)Radio stations (AM and FM)

• Television (network and cable)Television (network and cable)

• The World Wide WebThe World Wide Web


News Media PublicsNews Media PublicsNews Media PublicsNews Media Publics

• The news media serve as gatekeepers to The news media serve as gatekeepers to larger publics.larger publics.

• While U.S. media face few limitations, While U.S. media face few limitations, that is not true everywhere.that is not true everywhere.

• Minority journalists and managers are Minority journalists and managers are underrepresented in most news media.underrepresented in most news media.

• Convergence of media is changing news Convergence of media is changing news media.media.


Government PublicsGovernment PublicsGovernment PublicsGovernment Publics

• Government officials play an important role Government officials play an important role in the success of public relations efforts.in the success of public relations efforts.

• Governments exist at several levels (local, Governments exist at several levels (local, state, and federal).state, and federal).

• Advice from lobbyists: Be well-prepared and Advice from lobbyists: Be well-prepared and work fast.work fast.

• The number of state and local government The number of state and local government workers is on the rise.workers is on the rise.


Investor PublicsInvestor PublicsInvestor PublicsInvestor Publics

• Individual shareholdersIndividual shareholders

• Financial analystsFinancial analysts

• Financial news mediaFinancial news media

• Mutual fund managersMutual fund managers

• Institutional investorsInstitutional investors

• Employee investorsEmployee investors


TheThe Christian Science Monitor Christian Science Monitor::Why Stock Ownership Is BoomingWhy Stock Ownership Is BoomingTheThe Christian Science Monitor Christian Science Monitor::Why Stock Ownership Is BoomingWhy Stock Ownership Is Booming

• The decline of communism and growth of The decline of communism and growth of capitalist democraciescapitalist democracies

• Privatization of government-owned Privatization of government-owned propertiesproperties

• Higher returns over the long-termHigher returns over the long-term


TheThe Christian Science Monitor Christian Science Monitor::Why Stock Ownership Is BoomingWhy Stock Ownership Is BoomingTheThe Christian Science Monitor Christian Science Monitor::Why Stock Ownership Is BoomingWhy Stock Ownership Is Booming

• Baby boomers’ retirement fundsBaby boomers’ retirement funds

• Available funds through lower interest Available funds through lower interest ratesrates

• The increased marketing of stocksThe increased marketing of stocks


Investor ConfidenceInvestor ConfidenceInvestor ConfidenceInvestor Confidence

• Half say they’ll keep stock even during Half say they’ll keep stock even during market declines.market declines.• They held their stocks during the 2000-2001 They held their stocks during the 2000-2001

recession.recession.

• They held stocks after the September 11, They held stocks after the September 11, 2001, terrorist attacks.2001, terrorist attacks.


Investor ProfileInvestor ProfileInvestor ProfileInvestor Profile

• 51 percent are women.51 percent are women.

• 82 percent are white; 10 percent are 82 percent are white; 10 percent are black; 5 percent are Hispanic; 1 percent black; 5 percent are Hispanic; 1 percent are Asian American.are Asian American.

• 48 percent have incomes of less than 48 percent have incomes of less than $50,000.$50,000.


Consumer/Customer PublicsConsumer/Customer PublicsConsumer/Customer PublicsConsumer/Customer Publics

• Consumer spending is the most powerful Consumer spending is the most powerful force in the U.S. economy.force in the U.S. economy.

• The spending power of black, Hispanic, The spending power of black, Hispanic, and Asian Americans is growing.and Asian Americans is growing.

• Online shopping is expected to grow.Online shopping is expected to grow.

• Customers demand quality at a fair Customers demand quality at a fair price.price.


Multicultural CommunitiesMulticultural CommunitiesMulticultural CommunitiesMulticultural Communities

• Practitioners need to develop key Practitioners need to develop key contacts with community groups.contacts with community groups.

• Categories of influential publics Categories of influential publics (Hendrix): community media, (Hendrix): community media, community leaders, community community leaders, community organizations.organizations.

• The diversity of U.S. communities will The diversity of U.S. communities will continue to increase.continue to increase.


Constituent (Voter) PublicsConstituent (Voter) PublicsConstituent (Voter) PublicsConstituent (Voter) Publics

• Voters are important to government Voters are important to government practitioners.practitioners.

• Voters are important to anyone seeking to Voters are important to anyone seeking to influence public policy.influence public policy.

• Not all eligible voters vote.Not all eligible voters vote.

• Age is the greatest indicator of who votes in the Age is the greatest indicator of who votes in the United States:United States:• Age 65 and older vote in the highest percentages.Age 65 and older vote in the highest percentages.


Who Votes?Who Votes?Who Votes?Who Votes?

• In the 2000 U.S. presidential election, In the 2000 U.S. presidential election, • 82 percent of voters were white.82 percent of voters were white.

• 10 percent of voters were black.10 percent of voters were black.

• 4 percent of voters were Hispanic.4 percent of voters were Hispanic.

• 2 percent of voters were Asian American.2 percent of voters were Asian American.

• Women are more likely to vote than men.Women are more likely to vote than men.

• Top factors: Age, education, income.Top factors: Age, education, income.


Business PublicsBusiness PublicsBusiness PublicsBusiness Publics

• B2B: Business-to-business B2B: Business-to-business communication.communication.

• B2B communication is booming.B2B communication is booming.

• Image problem?Image problem?• Some practitioners find it the “least Some practitioners find it the “least

glamorous part” of public relations.glamorous part” of public relations.

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