Optimizing Levels of Publics for 5 Bridges

#latentpublics #apatheticpublics #awarepublics #activepublics

There are several levels of publics that public relations strategists need to pay attention to when designing their campaign strategy. Each level can be important to different goals and objectives and each public should not be optimized for every campaign.

Publics Stages of Development:

Nonpublics -

Publics in this stage of development are groups that do not share any issues with your organization and a lack of communication will not bear any bad tidings.

Latent publics -

Publics in this stage of development are unaware of your organization or the situations it is facing. These publics can also be called "inactive publics."

Response: Because these groups do not know anything yet about your organization or situation, a PR professional should create a strategy to engage and enhance the relationship with this public. Create opportunities for members of this public to learn more. Maybe stage an event to reach out to members of this community.

Apathetic publics -

Publics in this stage of development are aware of your organization or the situation but do not see any value in connecting with the organization or are "unconcerned with any potential consequences" (Smith, p. 181, 2021).

Response: According to Kim & Grunig, these publics are passive information seekers so the information regarding your organization needs to be placed in front of them without feeling like it is being forced upon them to spur them into higher stages of development (Kim & Grunig, 2011). An example could be using influencers and opinion leaders which those publics already connect with.

Aware publics -

Publics in this stage of development are aware of your organization and the situation, and can see the value in action, but are not yet organized to discuss the situation.

Response: Aware publics are more likely to begin to act once they "perceive constraints to be removed," so it can be helpful to directly reach out to this group and provide significant and important information about the situation (Aldoory & Sha, p. 342, 2007).

Active publics -

Publics in this stage of development are the most active. They are aware of the situation and of your organization, they see the value of action and the previous consequences of the situation and are ready to discuss the situation. These publics are able to "perform a wide range of activities to influence public debate" (Van Leuven & Slater, p. 168, 1991).

Response: These publics already know your organization so reach out to them through social media or newsletters (modes of communication they are already familiar with communicating with your brand through) and give them something to engage with like a poll or a petition.

When creating a public relations campaign, a PR professional should be aware of the different tips and tricks for how to best communicate with each stage of development. The same way that a parent does not speak to their 2-year-old the same way it speaks to their 16-year-old, different stages of development require different styles.

5 Bridges to Wellness can use this information about the stages of development for publics and how to reach each to help center their strategizing for future campaigns to reach new publics and expand awareness for their organization. As a small organization, they currently have a depth of publics which would fit into the latent publics stage and as such, they should be aware of how the messaging and communication tactics should be shaped to reach these targets. Latent publics require different messaging than active publics or even aware publics.

References:

Aldoory, L., & Sha, B. L. (2007). The situational theory of publics: Practical applications, methodological challenges, and theoretical horizons. The future of excellence in public relations and communication management: Challenges for the next generation, 339-355.

Kim, J. N., & Grunig, J. E. (2011). Problem solving and communicative action: A situational theory of problem solving. Journal of communication, 61(1), 120-149.

Smith, R.D. (2021). Strategic planning for public relations (6th Ed.). Routledge.

Van Leuven, J. K., & Slater, M. D. (1991). How publics, public relations, and the media shape the public opinion process. Journal of Public Relations Research, 3(1-4), 165-178.