Situational Theory Types of Publics

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Situational TheoryTypes of Publics
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4 Types of Publics

• Nonpublic
• No problem is recognized or exists
• No consequences
• Latent public
• Problem is there, but public is not aware
• Aware public
• Group recognizes the problem
• Active public
• Group organizes to respond to the problem

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Factors That DetermineType of Public

• Problem Recognition
• Constraint Recognition
• Level of Involvement

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Problem Recognition

• Information Seeking
• Actively looking for information
• Information Processing
• Not looking, but if information comes, will
  process it

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Constraint Recognition

• Extent to which people perceive there are
  obstacles to their ability to act.
• The greater their perception of obstacle(s),
  the less likely they are to seek information or
  to act on information.

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Level of Involvement

• Extent to which people connect themselves to a
  situation.
• The more people think they are involved in a
  situation, the more likely they are to seek
  information and not see obstacles.

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Problem Recognition High
Active Public
Active Public
Latent Aware Public
High Constraint Recognition
Low Constraint Recognition
Latent Public
Latent Public
Nonpublic
Low Problem Recognition
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• This theory suggests
• 1. Four types of publics are identified based on
• Recognition of problem
• Recognition of obstacles
• Level of involvement in problem/situation
• 2. The TYPE of public determines how and what you
  communicate to the public.

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• Nonpublic
• Low problem / Low constraint recognition
• Communication not necessary

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• Latent
• Low problem recognition
• High or Low constraint recognition
• Communication not sought so message must be
  creative and attention-getting

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• Latent and Aware Public
• High problem recognition
• High constraint recognition
• Communication may or may not be processed by
  these publics

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• Active
• High problem recognition
• High or low constraint recognition
• Organization must actively communicate with
  active publics and maintain a high public profile