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Salut!

TYPES OF PUBLIC &

OPERATING
ENVIRONMENT FOR Jambo!

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PR
PUBLIC
Public is a group of people who share
common interest toward the organization.

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Public / Target audience are the receiver of
our communication activities
Internal VS External Public

Borderline between which one is internal and which one is external may vary depending
on the context and closeness of relationship and communication method.
 Salut!
8 PUBLICS IN ORGANISATION
● Community :
The neighboring surrounding of the organization
● Potential Employee :
Future members of an organization
● Employee :
Current or present members of an organization
● Suppliers :
External participant within the org.
 8 PUBLICS IN ORGANISATION
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● Money Market
Those who control the financial centers
● Distributor
Channel where product is positioned
● Consumer
Buyers/users of the product/service
● Opinion Leader
Reference group whose aim is to influence the
process of trade
Main Types of Reference Groups (Opinion Leaders)
Primary Groups
Small and very powerful, there are a lot of interaction
Example: Closed Family

Aspirational Groups
Where members behave to show that they are certain kinds of people
Example: Football Team Supporter, Nokia Clubs, Avanza Xenia Clubs

Dissociative Groups
Those that an individual does not want to join with, does not want to be
confused with, yet wants to do the opposites.
Examples Of Opinion Leader
● Parents
● Teachers
● Doctors
● Politicians
● Presenters
● Journalist and author
● Musicians
● Celebrities/Influencers
● Someone admired, for
whatever reason
 The Operating Environment For Public Relations
Situation Analysis
• Before creating the planning Public Relations need to analyze the
situation, meaning we have to find out
• “ Where we are and where we want to be “

The useful tools to analyze the situation is:

• SWOT ( Strength, Weaknesses, Opportunity, Threats )
• STEEPLE ( Social and Cultural, Technology and product innovation,
Economic and market competition, Education, training and
employment, Political, Legal, Environment protection)
• PESTLE ( Political, Economy, Social, Technology, Legal and
Environmental )
 Why is Knowing Your Public Important?
There are several reasons why an organisation has to understand its
public:
1. To address them in an ethical manner and suit their need &
interests.
2. To determine they type of approach that is appropriate to
communicate with.
3. To help shaping message in the preferable way for the public.
4. To anticipate issues and future crisis
5. To support marketing functions in creating strategy.
6. To understand the best practice with the right audience at the
right time.
SOSRO STORY
 Let’s talk about TEA
How many types of Tehbotol are they? And why?
Let’s talk about ANOTHER TEA
Let’s talk about Flavoured Tea

Who are their target market?

How do they communicate their message?
What does the PR do to differentiate their products and identity?
 Learning Is Knowledge
Knowledge Is Inspiration
Be Inspired until You’ll Become an
Inspiration