Chapter 4 / Lecture 4 Flashcards
public
any group where members have common interest/values in particular situation
stakeholder
often substituted for public but not interchangeable. all stakeholder groups are publics but not all publics are stakeholders
categories of publics
traditional/non, latent/aware/active, intervening, primary/secondary, internal/external, domestic/international
traditional
groups with which org have ongoing/long term relationship ie employees, media, gov, investors, customers, constituents
nontraditional publics
groups unfamiliar to org, hard to study - might require innovative relationship-building strategies. sparked by changes in society, may evolve into traditiona
latent public
values have contacted w organization but members of public are not aware of relationship
aware public
group whose members are aware of intersection of values with your org, but no organized response to relationship
active
recognizes relationship, working to manage that relationship on its own terms
intervening publics
public that org communicates with expecting the message will be passed along to other publics ie local reporter
primary public
one that can directly affect org pursuit of values-driven goals ie they’ve got resources you want
secondary public
have minimal ability to affect pursuit of goals - primary takes precedence, but good relationship still valuable
internal publics
inside org ie employee
external
outside org. line can be blurry, sometimes treat external publics as internal
domestic
those w/I country - proximity doesn’t mean familiarity - can be nontraditional and require cross-cultural comms
international publics
those beyond borders, increasingly becoming more traditional
social exchange theory
successful relationships lead to exchange of resources, where each party gets something it wants/needs
decision makers
people w authority to dictate actions/policies for publics ie news media editors, company president
demographic info
provable data about who public is
psychographic info
data about what members think, believe, feel, and value
coorientation
pr research process that helps discover where org agrees/disagrees with important public on particular issue
4 co-orientation questions
what is our org’s view of issue? what is the publics view? what does our org think the publics view is (and does it agree w reality)? what does the public think the org’s view is (and does it agree w reality)
engagement
resource employees have that orgs need - aka commitment. leads to greater innovation, reduced absenteeism, greater profits
challenge to employee relations
poor comms, breeding distrust and low morale
most valuable stakeholders in orgs
employees
