1. Copyright © Allyn & Bacon 2003 The Publics in Public Relations Chapter 4 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. any rental, lease, or lending of the program.

2. Copyright © Allyn & Bacon 2003 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 in an issue that involves the organization.)

3. Copyright © Allyn & Bacon 2003 Why Are Relationships Necessary?  Resource dependency theory  And values-driven public relations  And two-way symmetrical public relations

4. Copyright © Allyn & Bacon 2003 The Publics in Public Relations Traditional and nontraditional publics Traditional and nontraditional publics Latent, aware, and active publics Latent, aware, and active publics Intervening publics Intervening publics Primary and secondary publics Primary and secondary publics Internal and external publics Internal and external publics Domestic and international publics Domestic and international publics

5. Copyright © Allyn & Bacon 2003 What Do We Need to Know about Each Public? How much can the public influence our organization’s ability to achieve our goals? How much can the public influence our organization’s ability to achieve our goals? What is the public’s stake, or value, in its relationship with our organization? 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? Who are the opinion leaders and decision makers for the public?

6. Copyright © Allyn & Bacon 2003 What Do We Need to Know about Each Public? What is the demographic profile of the public? What is the demographic profile of the public? What is the psychographic profile of the public? What is the psychographic profile of the public? What is the public’s opinion of our organization? What is the public’s opinion of our organization? What is the public’s opinion (if any) of the issue in question? What is the public’s opinion (if any) of the issue in question?

7. Copyright © Allyn & Bacon 2003 Co-orientationCo-orientation Discovering where an organization agrees and disagrees with a key public: Discovering where an organization agrees 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 issue? What is the particular public’s view of this issue? What do we think the public’s view is? Does this agree with reality? What do we think the public’s view is? Does this agree with reality? What does the public think our view is? Does this agree with reality? What does the public think our view is? Does this agree with reality?

8. Copyright © Allyn & Bacon 2003 Employee Publics Executives say employee and internal communication is their top priority. Executives say employee and internal communication is their top priority. The challenge of establishing good employee relationships is increasing. The challenge of establishing good employee relationships is increasing.

9. Copyright © Allyn & Bacon 2003 Changes Reshaping Workforce A distributed workforce A distributed workforce The increasing use of “temps” The increasing use of “temps” The growth of information managers The growth of information managers The growth of diversity The growth of diversity The aging of the baby boomers The aging of the baby boomers Generation X Generation X Generation Y Generation Y

10. Copyright © Allyn & Bacon 2003 Job Satisfaction Employees around the world say bad communication affects their workplace. Employees around the world say bad communication affects their workplace. Employees around the world have varying degrees of job satisfaction: Employees around the world have varying 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.

11. Copyright © Allyn & Bacon 2003 News Media Publics Newspapers Newspapers Magazines and other periodicals Magazines and other periodicals Radio stations (AM and FM) Radio stations (AM and FM) Television (network and cable) Television (network and cable) The World Wide Web The World Wide Web

12. Copyright © Allyn & Bacon 2003 News Media Publics The news media serve as gatekeepers to larger publics. The news media serve as gatekeepers to larger publics. While U.S. media face few limitations, that is not true everywhere. While U.S. media face few limitations, that is not true everywhere. Minority journalists and managers are underrepresented in most news media. Minority journalists and managers are underrepresented in most news media. Convergence of media is changing news media. Convergence of media is changing news media.

13. Copyright © Allyn & Bacon 2003 Government Publics Government officials play an important role in the success of public relations efforts. Government officials play an important role in the success of public relations efforts. Governments exist at several levels (local, state, and federal). Governments exist at several levels (local, state, and federal). Advice from lobbyists: Be well-prepared and work fast. Advice from lobbyists: Be well-prepared and work fast. The number of state and local government workers is on the rise. The number of state and local government workers is on the rise.

14. Copyright © Allyn & Bacon 2003 Investor Publics Individual shareholders Individual shareholders Financial analysts Financial analysts Financial news media Financial news media Mutual fund managers Mutual fund managers Institutional investors Institutional investors Employee investors Employee investors

15. Copyright © Allyn & Bacon 2003 The Christian Science Monitor: Why Stock Ownership Is Booming The decline of communism and growth of capitalist democracies The decline of communism and growth of capitalist democracies Privatization of government-owned properties Privatization of government-owned properties Higher returns over the long-term Higher returns over the long-term

16. Copyright © Allyn & Bacon 2003 The Christian Science Monitor: Why Stock Ownership Is Booming Baby boomers’ retirement funds Baby boomers’ retirement funds Available funds through lower interest rates Available funds through lower interest rates The increased marketing of stocks The increased marketing of stocks

17. Copyright © Allyn & Bacon 2003 Investor Confidence Half say they’ll keep stock even during market declines. Half say they’ll keep stock even during market declines. They held their stocks during the 2000-2001 recession. They held their stocks during the 2000-2001 recession. They held stocks after the September 11, 2001, terrorist attacks. They held stocks after the September 11, 2001, terrorist attacks.

18. Copyright © Allyn & Bacon 2003 Investor Profile 51 percent are women. 51 percent are women. 82 percent are white; 10 percent are black; 5 percent are Hispanic; 1 percent are Asian American. 82 percent are white; 10 percent are black; 5 percent are Hispanic; 1 percent are Asian American. 48 percent have incomes of less than $50,000. 48 percent have incomes of less than $50,000.

19. Copyright © Allyn & Bacon 2003 Consumer/Customer Publics Consumer spending is the most powerful force in the U.S. economy. Consumer spending is the most powerful force in the U.S. economy. The spending power of black, Hispanic, and Asian Americans is growing. The spending power of black, Hispanic, and Asian Americans is growing. Online shopping is expected to grow. Online shopping is expected to grow. Customers demand quality at a fair price. Customers demand quality at a fair price.

20. Copyright © Allyn & Bacon 2003 Multicultural Communities Practitioners need to develop key contacts with community groups. Practitioners need to develop key contacts with community groups. Categories of influential publics (Hendrix): community media, community leaders, community organizations. Categories of influential publics (Hendrix): community media, community leaders, community organizations. The diversity of U.S. communities will continue to increase. The diversity of U.S. communities will continue to increase.

21. Copyright © Allyn & Bacon 2003 Constituent (Voter) Publics Voters are important to government practitioners. Voters are important to government practitioners. Voters are important to anyone seeking to influence public policy. Voters are important to anyone seeking to influence public policy. Not all eligible voters vote. Not all eligible voters vote. Age is the greatest indicator of who votes in the United States: Age is the greatest indicator of who votes in the United States: Age 65 and older vote in the highest percentages. Age 65 and older vote in the highest percentages.

22. Copyright © Allyn & Bacon 2003 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.

23. Copyright © Allyn & Bacon 2003 Business Publics B2B: Business-to-business communication. B2B: Business-to-business communication. B2B communication is booming. B2B communication is booming. Image problem? Image problem? Some practitioners find it the “least glamorous part” of public relations. Some practitioners find it the “least glamorous part” of public relations.