Comstrat 312 1nd Edition Lecture 17 Outline of Last Lecture 1. Systems theory2. Role of PR3. Stakeholder identification4. Four broad categories of publicsOutline of Current Lecture 1. Four broad categories of publics2. PR and marketing segmentationCurrent Lecture1. Four broad categories of publicsa. Functional groupsi. Input: employees, suppliers, etc1. Linkagesii. Output: consumers, industrial buyers and the likeb. Normative groups (professions societies and associations)c. Diffuse groups i. Difficult to determineii. Situational (single-issue activists)iii. Often unwantediv. Typically develop as a consequence of organizational behavior d. How do diffuse publics developi. Face similar problemii. Recognize problemiii. Collectively organize to address problemiv. Remember1. Diffuse publics typical are unrecognized until they manifest into action (issues management should help avoid)2. Consequences create publicsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.e. As a practitioner, its your job to understand and anticipate the diffuse-public processf. Grunig: decisions, actions and policies create problems which create publics, which create issues for organizations2. PR and marketing segmentationa. PR techniques are combines with advertising, sales promotion, personal selling, direct response etc.b. Note the confusion concerning PRi. Stakeholder ID is relationship focusii. Marketing segmentation is sales focusesc. Weinstein: segmentation involves deciding markets into groups of potential buyers with similar needs and or characteristic ho will exhibit similar purchase behaviori. Use research to analyze marketsii. Find opportunities and create superior competition
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