Situational Theory Types of Publics

4 Types of Publics u Nonpublic No problem is recognized or exists No consequences u Latent public Problem is there, but public is not aware u Aware public Group recognizes the problem u Active public Group organizes to respond to the problem

Factors That Determine Type of Public u Problem Recognition u Constraint Recognition u Level of Involvement

Problem Recognition u Information Seeking Actively looking for information u Information Processing Not looking, but if information comes, will process it

Constraint Recognition u Extent to which people perceive there are obstacles to their ability to act. The greater their perception of obstacle(s), the less likely they are to seek information or to act on information.

Level of Involvement u Extent to which people connect themselves to a situation. The more people think they are involved in a situation, the more likely they are to seek information and not see obstacles.

Problem Recognition High Low Problem Recognition High Constraint Recognition Low Constraint Recognition Active Public Latent & Aware Public Latent Public Nonpublic

This theory suggests 1. Four types of publics are identified based on 1.Recognition of problem 2.Recognition of obstacles 3.Level of involvement in problem/situation 2. The TYPE of public determines how and what you communicate to the public.

u Nonpublic Low problem / Low constraint recognition – Communication not necessary

u Latent Low problem recognition High or Low constraint recognition – Communication not sought so message must be creative and attention-getting

u Latent and Aware Public High problem recognition High constraint recognition – Communication may or may not be processed by these publics

u Active High problem recognition High or low constraint recognition – Organization must actively communicate with active publics and maintain a high public profile