According to Grunig’s Situational Theory of publics, the publics can be divided into smaller groups based on three variables such as:
By dividing people into these three groups, PR practitioner will be more successful in developing styles of communication to deliver messages to the right, targeted publics.
Why is it crucial to know your publics?
It is important for you to know who your target publics are because it helps to find out what methods and which styles to communicate with different publics. Also, you can identify the issues or feedbacks that publics have on the organisation. You are able to build good relationships with your target publics too.
An example would be – Jo Malone London
Delivering messages using social media is believed to be one of the fastest and most effective way. Therefore, Jo Malone London uses social media influencer to communicate with its targeted publics like followers, perfume lovers, working adults, young adults, teenagers and more.
Jo Malone will sponsor some products to those influencers. Then, the influencers will upload a photo or video and write good reviews about the products. Targeted publics will aware of
Jo Malone’s products through influencer’s accounts.
So now, let’s take a look at this blood donation campaign and identify the various publics!
“Be a Hero, Donate Blood.”
This blood donation was organized by UCSI University and Student Affairs & Alumni on 15 of January this year. The purpose of them organizing this campaign was to bring people together to help people in need. This campaign also aimed to raise awareness of blood donation and educate publics on the reasons why they should donate blood.
“The blood you donate gives someone another chance of life.” ------- UCSI Student Affairs & Alumni.
To ensure that PR practitioners carry out an effective campaign, it is essential for them to know who the publics are. There are 3 types of publics in this blood donation campaign:
Latent Publics
general public who know about the campaign but do not care to participate
people who pass by UCSI University
people who think that blood donating is least important
These latent publics might just see the message, or maybe just take a glance on it, they do not have the feeling and interest to participate in this campaign once they look at it. Nothing will affect them even after knowing about this campaign.
Aware Publics
Students
Staffs of UCSI University (including the lecturers)
Friends or relatives of the donors
Media
Hospital (doctors and nurses)
people who have gone for check-up but not qualified for donation criteria
The aware publics know and concern about this campaign, but they may need more information on what they can do to contribute or to get involved. There may have some procedures or criteria that they are unsure of. Thus, they will choose not to take any actions or give any responses.
Active Publics
Donor
UCSI University
Student Affairs and Alumni of UCSI University
Pusat Darah Negara Malaysia
Astro
The aware publics are people who have high level of involvement and will do something after knowing the campaign. Organisations like Pusat Darah Neagra Malaysia and Astro are considered the active publics as well because they support and sponsor this campaign. Besides, the campaign’s organiser, UCSI University and Student Affairs and Alumni, are the active publics as they take action to organise and raise awareness of this meaningful campaign.
Reference
UCSI SAAA (2018) UCSI Blood Donation Campaign. Available from: <https://www.facebook.com/events/134024184044771/> [Accessed 23 September 2018].
UCSI University (n.d.) Events. Available from: <https://www.ucsiuniversity.edu.my/blood-donation-campaign> [Accessed 23 September 2018].
Lester, C. (2016) Situational Theory of Publics. Available from: <https://sites.psu.edu/colinlester473/theory-research/> [Accessed 22 September 2018].
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