Beyond Dawlish

In public relations, the term “publics” doesn't refer to the general public. Instead, it refers to specific groups of people who have a relationship with or interest in an organization, brand, or issue. Identifying and understanding these groups is one of the foundational steps in any successful PR strategy.

Every organization has multiple publics, and each public may have different expectations, needs, and concerns. By understanding who they are and what matters to them, PR professionals can tailor their communication efforts more effectively—ultimately driving stronger engagement, trust, and loyalty.

Defining “Publics” in Public Relations

A public is a group of individuals who are connected by a common interest or stake in an organization or its activities. These groups may be internal (within the organization) or external (outside of it), and they are not always defined by demographics like age or income—but rather by relationships, behaviors, and concerns.

Unlike “audiences” who are typically passive receivers of information, publics are active participants. They think, form opinions, and may respond or act based on what they hear, read, or experience from a brand.

Types of Publics in PR

Understanding the different categories of publics helps in crafting targeted and effective messages.

1. Internal Publics

These are individuals who are directly part of the organization:

• Employees

• Executives

• Board members

• Volunteers

Why they matter: Internal publics are often a company’s first line of brand representation. If they are informed, motivated, and aligned with your message, they can amplify your PR efforts both online and offline.

2. External Publics

These groups exist outside the organization but have a stake in its success or failure:

• Customers and clients

• Investors and shareholders

• Media representatives

• Community members

• Government regulators

Why they matter: These are the people your brand image depends on. External publics form opinions about your business based on media stories, social media content, customer service experiences, and community engagement.

3. Latent, Aware, and Active Publics

According to PR theory, publics can also be classified by their level of awareness and engagement:

• Latent Publics don’t yet recognize they’re affected by an issue.

• Aware Publics understand the issue but haven’t acted.

• Active Publics are engaged and may advocate for or against your brand.

This segmentation is especially important when developing public relations campaigns, where timing and message framing must align with how much your audience knows or cares about a topic.

Why Identifying Publics Is Critical in PR

Public relations is not a one-size-fits-all communication approach. The messages you craft for your employees shouldn't be the same as those intended for customers or media.

Effective PR involves:

• Knowing who your publics are

• Understanding what they care about

• Communicating in a way that resonates with each group

This is where audience segmentation in PR comes into play. Tailoring messages ensures that they are relevant, timely, and compelling. When done right, it strengthens credibility, builds trust, and drives meaningful action.

Real-World Applications (Without Brand Names)

Let’s say an organization is undergoing a leadership change. The internal public (employees) will need clear, reassuring communication about job security and the company’s vision. Meanwhile, the external public (media and customers) will need messaging focused on brand stability and continuity.

By customizing the strategy for each group, the PR team ensures that trust is maintained across all stakeholder relationships.

The PR Professional’s Role in Managing Publics

PR professionals don’t just create content—they act as strategic liaisons between an organization and its publics. Their responsibilities include:

• Mapping stakeholder groups

• Researching behaviors, preferences, and concerns

• Monitoring public sentiment across media channels

• Creating communication plans that address each public’s needs

• Measuring how publics respond to different types of messaging

This data-driven approach helps shape strategic communications planning that goes beyond reactive media responses. It supports proactive brand building and risk management.

Common Mistakes to Avoid

• Treating all publics the same: This leads to generic messaging that doesn’t connect.

• Neglecting internal publics: Employees are often the most overlooked but most influential group.

• Ignoring feedback: PR is a two-way street. Listening matters just as much as speaking.

Final Thoughts

Understanding who your publics are—and how to reach them—is fundamental to successful public relations. It’s not just about getting coverage or gaining followers. It’s about building genuine, two-way relationships with the people who matter most to your organization.

By clearly identifying and segmenting your publics, you lay the foundation for PR efforts that are not only effective, but also ethical, sustainable, and deeply resonant.