Public Relations: Models, Stakeholders, and Audience Segmentation

Vocabulary flashcards covering public relations definitions, historical models, audience segmentation, stakeholder management, and the role of research and theory in PR.

Public Relations (PRSA definition)

A strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Seamless integration across channels (Lewis PR definition)

Describes PR as combining public relations and digital marketing for a multiplier effect, ensuring consistent communication across channels and globally.

Public Relations professionals vs. Journalists

As of 2018, PR professionals outnumber journalists 6 to 1; both fields have different views and expectations for each other.

Integrated inter-disciplinary approach (in PR)

PR activities must be integrated with professionals in marketing, advertising, journalism, and other related fields to achieve optimal outcomes.

Stakeholders

Individuals or groups with a vested interest (financially or emotionally) in an organization.

Freeman's definition of stakeholders

"Any group or individual who can affect or is affected by the achievement of the firm's objectives."

Engagement (in PR)

The focus of PR practitioners to interact and connect with audiences, both traditionally and online, to form relationships.

Identifying Publics

Categorizing audiences by relevant age cohort, demographics, psychographics, and specific attributes to tailor PR campaigns.

Public Relations (Academic definition - Cutlip, Center)

"The planned effort to influence opinion through socially responsible and acceptable performance based on mutually satisfactory two-way communication."

The Four Models of Public Relations

The historical basis of public relations, including press agentry and publicity, public information, two-way asymmetrical communication, and two-way symmetrical communication.

Press Agentry and Publicity Model

A one-way communication model focused on getting the audience's attention (positive or negative), often through propaganda, and representing the lowest ethical standards.

Public Information Model

A one-way communication model focused on providing truthful information to audiences, serving as an internal journalist, and emphasizing image and reputation through tools like press releases.

Public Information Model (today)

Emphasizes being transparent and upfront with audiences, often seen in health information or crisis communication.

Understanding the audience (in PR)

Crucial for effective PR efforts, involving persuasion and motivation, and recognizing audiences can arise through co-creation.

Grunig's Situational Theory of Publics

A theory that helps segment audiences based on specific attributes like problem recognition, constraint recognition, and level of involvement, going beyond typical segmentation strategies.

Problem recognition (Grunig's theory)

How well an audience member recognizes a problem that needs to be addressed versus a situation not important enough to require action.

Constraint recognition (Grunig's theory)

The degree to which individuals perceive factors limiting their ability to act or solve a problem.

Level of involvement (Grunig's theory)

How much an individual cares about an issue or situation.

Relevance (in audience segmentation)

The new 'reach' in PR; content important to individuals or publics is more likely to motivate engagement; reaching out without relevance is ineffective.

Niche audiences (in segmentation)

More important than large audiences; focusing on unique qualities of smaller, highly engaged groups who are more likely to participate in conversations and respond to personalized messages.

Audience segmentation

The process of identifying people and putting them into subgroups (broad or niche categories) to identify target audience subgroups.

Demographics

Statistical qualities of a population, such as age, language, race/ethnicity, gender, income level, job type, and geographic location.

Psychographics

Psychological categories of attributes that provide a better understanding of audiences based on mental preferences and lifestyle characteristics.

Two-Way Asymmetrical Communication Model

A two-way communication model allowing sender and receiver participation, but with one party (typically the organization) retaining more power; often seen as manipulative and not always in the public's best interest.

Two-Way Symmetrical Communication Model

An 'ideal situation' for PR characterized by negotiation and open, transparent conversations with the goal of achieving cooperative, win-win outcomes for both the organization and the audience, often guided by formal research into audience attitudes.

Relevance of traditional PR models

Despite new strategies and mediums, traditional public relations models are still relevant for current campaigns.

PR Research and Theories

Help understand how and why something occurs, explore emerging challenges, and develop new methods and measurement approaches in PR, addressing the impact of new areas like influencer marketing and social media.

Fear of change (in PR research)

An inability to move past gatekeepers, cliques, and a general fear of change has held back public relations research from pushing its boundaries.