PR Capstone. The Importance of Analyzing the Right Publics.

A public is defined as "a group of people that shares a common interest vis-á-vis an organization, recognizes its significance, and sets out to do something about it" (Smith p.79).

When deciding what publics you are addressing in your campaign strategy, it is important to find the right people. In doing so, public relations specialists are able to effectively use organizational resources, find key opportunities and can increase their productivity with meeting with the right publics.

PR expert and online "spin doctor," Jerry Silfwer, expands on how campaigning and targeting a "stupid majority" can yield beneficial results that attract a smart minority.

Public Category Breakdowns within Campaign Development

When looking at publics, it is important to note two distinctive breakdowns.

The first of this grouping is:

• Public

• Market

• Audience

• Stakeholder

The second breakdown is:

• Customers

• Producers

• Limiters

• Enablers

Additionally, it is vital to note any special publics (a group of outliers that are typically deviant of your research publics), as well as other supplementary persons like intercessory publics, opinion leaders, and influencers. In creating these categorical separations and distinctions, a campaign is better able to asses a situation for their key public, thus enhancing the effectiveness of the campaign roll-out. Furthermore, by identifying your key public, you can also identify external stimuli (ie publics, media, etc.) that can better the influence of your campaign strategy

The Power of Opinion & Influence

The power of opinion and influence can dictate the course of campaign depending on what is said and by whom. These leaders and influencers are defined as “a person who has the ability to influence public opinion in favor of an organization” (Smith p. 91). By using word-of-mouth support, publics that are sensationalized by these figures are invested and give companies and brands visibility that they may not themselves recognize.

Case in point, think of Gen-Z and the power of social media influencers from Vine, TikTok or Instagram. One obvious figure is Kim Kardashian, who is sometimes noted as being famous for being famous. In this article by The Guardian, Kim Kardashian is a case example of the cult following within “social media culture that fosters the growth of brands.”

What this means is that her opinions and her promotion of certain brands allows greater brand growth and visibility. Often these followers that follow the cult of celebrities have little to no knowledge of certain brands they’re subscribing too. Rather, they fixate on the experiences of people they value highly and use that as a point of loyalty and interest.