Public

Understanding the Public in PR and Communication Science

Imagine a vast, ever-shifting landscape where individuals come together based on shared interests or issues. This is the concept of a public in public relations and communication science.

The Many Faces of a Public

In different fields like sociology, psychology, marketing, and advertising, the definition of a public varies. But one thing remains constant: it’s about people coming together for a common cause or interest. John Dewey’s definition adds another layer to this concept by emphasizing situational awareness and collective problem-solving.

Publics vs. Stakeholders

So, how does a public differ from stakeholders? A stakeholder is someone who has an interest in the success of an organization or project. But a public goes beyond that; it’s about people self-organizing and addressing issues collectively. It’s like a group of friends banding together to solve a problem, rather than just being interested parties.

Publics in Theory

Theories on publics in PR include the situational approach, which focuses on how publics form around specific situations; the mass approach, which looks at large groups as homogeneous entities; and the agenda-building theory, which examines how media influences public opinion. Then there’s the “homo narrans” approach, which views people as storytellers who shape their narratives.

Defining a Public

The debate over what constitutes a public is ongoing. Some see it as a group interacting with an organization, while others view it as a social experience that includes multiple aspects beyond rational-critical agency or manipulative publicity. It’s like trying to define the essence of a community; it can mean different things to different people.

Social Publics and Networked Publics

When we talk about social publics, we’re referring to groups united by common ideas or hobbies. Think of book clubs, sports teams, or environmental activists. These are real-world communities that share a passion for something specific. On the other hand, networked publics are those restructured by technology. They represent both the physical space created by networks and the collective imagined through shared technologies and practices.

Public Sphere and Beyond

The concept of a public sphere includes ideas like community, nation, people, and res publica (public affairs). These terms are interconnected but distinct. For instance, a community is a group of people who share a common interest or location, while the nation encompasses a larger collective identity.

Further Reading

To delve deeper into this fascinating topic, consider reading works like “The Public and Its Problems” by John Dewey, “Communications Behaviors and Attitudes of Environmental Publics” by James E. Grunig, “A Homo Narrans Paradigm for Public Relations” by Gabriel M. Vasquez, “On the Public” by Alastair Hannay, and “The Phantom Public” by Walter Lippmann. These texts offer valuable insights into how publics function in various contexts.

Conclusion

In essence, a public is not just about social interactions but also encompasses the shared experiences and symbolic representations that bind people together. It’s like a vast ocean where each wave represents a different group coming together for a common purpose. Understanding this concept is crucial for anyone involved in communication or public relations.