Define "public
group of people with common interest/values in a given situation
demographics
info you can see (surface level): gender, income, education, ethnicity
psychographics
know opinions, values, life style, dig deeper to understand their motivations
geodemographics
where you live effects how you do things (People in NY may not own a car)
VALS
measures psychographics: breaks society into groups based on psychological traits, uses these traits to predict behaviors
Claritas website
provide rich data of population based on where you live
categories of publics (6)
1) traditional and non traditional
2) latent, aware, active
3) intervening
4) primary and secondary
5) internal and external
6) domestic and international
latent, aware, and active publics
1) latent- shares values, doesn't understand how an issue may affect them
2) aware- aware of situation, knows how it affects them, feels constrained from doing anything
3) active- aware, knows how it affects them, acts on it, pulls people together
intervening publics
any public that helps you send information to another public (example: media)
employee public
they are the most valuable stakeholders in business organizations because they are on the front line
Resource Dependency Theory
we need PR professionals to build relationships so that we can get resources
Audience: employees, customers, media
Kerner Commission
study that helps understand news media as a public
the key results were it blasted the US media for lack of minority journalist and realized we wont reach our goal until 2025
Consumer/ customer publics
the US economy relies 70% on consumer/customer spending, two important things are loyalty and word of mouth
coorientation is a research method that can eliminate confusion through four questions
1) what's our organizations view of this issue?
2) what's the particular publics view of this issue?
3) what does the organization think the publics view is?
4) what does the particular publics think the organization view is?
voter publics
ages of people who vote the most is 65-74
in 2012 the average voter was a white female, 45-64, income of $50,000-$90,000
PVI formula categorizes publics
Potential + Vulnerability = Importance
internal and external publics
internal- inside organization (employees)
external- outside organization but can feel like an insider (alumni)
not always a clear line: its how audience see themselves
Wet Seal
case study on Wet Seal only hired white people and the company failed
Traditional Publics (6)
1) employee publics
2) news media publics
3) government publics
4) investor publics
5) consumer/ customer publics
6) multicultural community publics
constraint recognition
publics are aware of issue, but feel constrained from acting on it
Social Exchange Theory
always have to be loyal, trustworthy, good friend to organizations or they will look else where
generational cohorts
events in society that shape them
media use research
it is important to know what media people use
basic communication model (Berlo):
Noise
Source-> message-> channel-> receiver
feedback
noise
noise: anything that interfers with your message (language barriers, religion, physical noise)
channels: how we communicate (talking, writing, social media)
source: where communication came from (credibility came from)
message: content (needs to affect au
basic communication (laswell)
#NAME?
difference between Berlo and Laswell theory
effect and noise
magic bullet theory:
Mass media-> public
#NAME?
2-step theory:
Mass media-> opinion leaders-> public
refinement of bullet theory, adds opinion leaders (filters)
N-step theory:
mass media
OL-> OL-> OL-> OL
Public
recognition that influential opinion leaders may change from issue to issue
social diffusion
#NAME?
uses and gratification theory:
Mass Media
^^vv
Public
fraction of selection: people pick and choose where they get their information from
agenda setting hypothesis
media tells us what to think about but NOT HOW to think about it
Maslow's Hierarchy of Needs
#NAME?
Hierarchy of Needs pyramid
1) physiological
2) safety
3) acceptance
4) self-esteem
5) self- actualization
Aristotle's approaches
there are three different ways to deliver a message
1) ethos (characteristics of people/credibility)
2) pathos (emotion/feelings)
3) logos (facts and logic)
ethics code of PR (may come into conflict with each other)
1) international codes- values may be different (throughout the world PR may base ethics off of advocacy, honesty, integrity, expertise, and loyalty)
2) societal codes- acceptable in certain societies (Ten commandments for Christians)
3) professional code
ethics and profitability
companies that have strong ethnic code, have happier employees, have higher profits