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
affective factors for employee relations to workplace
age, gener
gatekeepers
important decision makers ie editors/producers who decide which stories to include/reject
convergence of media:
Digital tech allows journalists to move words/sounds/images across radio, TV, newspapers, magazines, websites
financial analysts
investor public - study stock market to advise investors
financial news media
investor public - inc Wall Street journal, Bloomberg business week, mad money, value line
mutual fund managers
investor public, supervise investment clubs - invest member contributions for a fee into diverse collection of stocks/bonds
institutional investors
investor public - large companies or institutions that generally buy huge amounts of stock
employee investors
investor publics, employee of companies like Microsoft which reward employees w stock in company they work for
shareholders
invester public
mutual fund investor demos
older, well-educated, affluent, white, married
influential community publics
community media, community orgs, leaders,
b2b comms
relationships with business who have resources orgs need to fulfill values-driven goals
Partner relationship management
management of B2B comms
employee publics
execs acknowledge importance of comms with this group AND that efforts aren’t succeeding - creating common corp culture is greatest challenge
employee differences
oldest employees place value on job security, youngest on security and salary. differences come from age, gender, nationality. recession has led to job insecurity, employees want better supervisors
changes reshaping workforce
distributed workforce, increase of temps, growth of info managers, increased diversity, baby boomers aging, diff generations / values
employee values
challenging/interesting work, recognition/rewards, people-oriented employer
news media publics
papers, magazines, radio, TV, internet, SM, AI - gatekeepers for larger publics
gov publics
officials play role in PR efforts at several levels (municipal, provincial, federal)
who invests
71% of US adults, 67% college grads, 56% married, 70% have income of $100 000+
consumers/customers
consumer spending is 2/3 of US economy. 50% say customer service is dreadful, women 83% of US spending, online shopping growth (but only 10% of all spending)
Constituent (voter) publics:
important to gov practitioners, those seeking to influence public policy -
who votes in US
married citizens, higher educations, higher income
who votes in Cnada
older age groups, no sig diff by gender, higher education more likely to vote
business publics
vendors, distributors, retailers, customer businesses, competitors
