Primary and Secondary Publics in Public Relations

Public relations came about as a result of the need to reach out to customers with the aim of informing me them about products and services being offered, especially after the Industrial revolution. In order to meet this need, professionals had to be involved thus giving birth to public relations. When public relations started, there were several developments that took place such as the identification of the two-way symmetric model as a form of public relations practice. This model emphasized on the evaluation of feedback from publics and then resolving the conflicts through two-way communication and eventually arriving at mutual understandings. This new approach to public relations was the most significant since it complements the earlier three approaches of publicity, public information, and two-way asymmetric (Stuart et al., 2007). This latest model is built on principles of communication as listening and on conflict resolution and the search for mutual benefits for both organizations and their publics. Due to this advantage this model has been experienced in the business world, civil world and religious world as well. For instance in the business world, the public -- private partnerships and the courting of consumers are common applications of this model. The advancement of this model has also been supported by the ever emerging technologies such as the internet which have improved communication greatly.

The article that I found most applicable is JCPenney builds on 180 years of history to reach the modern consumer by Geoffrey Precourt. This article outlines the importance of building emotional bond with consumers as more important than tactical promotions and price cuts. This is a perfect example of the two-way symmetric model which emphasizes on two-way communications. Through this emotional bonding JCPenney was able to reach the targeted group, moreover there is the use of modern technology in the process. This is a very good example to use in communication with professional in public relations as it will bring about a quick understanding of the concept you are trying to explain.

In every organization the primary publics is the customer and they are the main focus of integrated communications. The reactions or actions of an organization affect customers, who are considered as stakeholders. Apart from customers, there can be certain individuals or groups who may greatly influence the well-being of an organization and form part of the stakeholders. On the other hand there are groups that are not stakeholders but may be significant to the organization's reputation, these are considered the secondary publics and they must also be considered. In order to communicate with both publics an organization uses different forms of messaging such as vision statements and mission statements. The vision statement of an organization is a guideline for long-term success, simply put, a blueprint for the future. This describes to both the primary and secondary publics the purpose of the organization including the values of the organization. Vision statements directs employees on their behavior and inspires them. The mission statement is an articulation of the goals and objectives of an organization and clearly explains the reason for an organization's existence. It is through the mission statement that both the primary and secondary publics can measure the objectives of the organization. The most targeted by the mission statement are the employees and leaders of the organization.