Copyright © Allyn & Bacon 2000 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.

Copyright © Allyn & Bacon 2000 PublicPublic ä Any group whose members have a common interest or common values in a particular situation.

Copyright © Allyn & Bacon 2000 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

Copyright © Allyn & Bacon 2000 What Do We Need to Know about Each Public? How much can the public influence our organizations ability to achieve our goals? How much can the public influence our organizations ability to achieve our goals? What is the publics stake, or value, in its relationship with our organization? What is the publics 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?

Copyright © Allyn & Bacon 2000 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 publics opinion of our organization? What is the publics opinion of our organization? What is the publics opinion (if any) of the issue in question? What is the publics opinion (if any) of the issue in question?

Copyright © Allyn & Bacon 2000 EmployeesEmployees 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.

Copyright © Allyn & Bacon 2000 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

Copyright © Allyn & Bacon 2000 Job Satisfaction Japanese workers -- once considered the most satisfied -- are less content. Japanese workers -- once considered the most satisfied -- are less content. Only 32 percent of U.S. workers say on- the-job communication is good. Only 32 percent of U.S. workers say on- the-job communication is good. Managers are perceived as uncaring. Managers are perceived as uncaring. Managers and their subordinates have different perceptions. Managers and their subordinates have different perceptions.

Copyright © Allyn & Bacon 2000 The News Media 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 and women television journalists are underrepresented. Minority and women television journalists are underrepresented.

Copyright © Allyn & Bacon 2000 GovernmentsGovernments 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). The advice from lobbyists: Be well- prepared and work fast. The 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.

Copyright © Allyn & Bacon 2000 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

Copyright © Allyn & Bacon 2000 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

Copyright © Allyn & Bacon 2000 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

Copyright © Allyn & Bacon 2000 Consumers/CustomersConsumers/Customers 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.

Copyright © Allyn & Bacon 2000 Multicultural Communities Practitioners need to develop key contacts within the community. Practitioners need to develop key contacts within the community. Categories of influential publics (Hendrix): community media, community leaders, community organizations. Categories of influential publics (Hendrix): community media, community leaders, community organizations. The increasing diversity of the U.S. population will continue. The increasing diversity of the U.S. population will continue.

Copyright © Allyn & Bacon 2000 Constituents (Voters) 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 everyone votes. Not everyone votes.

Copyright © Allyn & Bacon 2000 Who Votes? 52 percent of U.S. voters are women. 52 percent of U.S. voters are women. The South has the greatest number of voting-age residents. The South has the greatest number of voting-age residents. 84 percent of eligible voters are white. 84 percent of eligible voters are white. Voters age constitute 40 percent of the electorate. Voters age constitute 40 percent of the electorate. The public most likely to vote comprises white females age 65 and older. The public most likely to vote comprises white females age 65 and older.