Kirk Hallahan’s Five Types of Publics

Professor Kirk Hallahan sug­gests five types of publics.

There are aware pub­lics, act­ive pub­lics, inact­ive pub­lics, aroused pub­lics, and non-publics.

Non-pub­lics lack any mean­ing­ful con­nec­tion with the issue, but inact­ive pub­lics are the most under­rated type of pub­lic as they still can become aware, act­ive, or aroused.

Here goes:

The Publics in Public Relations

The Publics in Public Relations

Publics are a cent­ral com­pon­ent of pub­lic rela­tions — in fact, the ‘P’ in PR. However, they are often mis­un­der­stood or con­flated with mar­ket­ing’s ‘tar­get groups’.

Here’s how to define pub­lics in pub­lic relations:

Publics = psy­cho­graph­ic seg­ments (who) with sim­il­ar com­mu­nic­a­tion beha­viours (how) formed around spe­cif­ic issues (why) impact­ing a brand (to whom). ¹Silfwer, J. (2015, June 11). The Publics in Public Relations. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​p​u​b​l​i​c​s​-​i​n​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/

Please note:

Psychographic seg­ment = sim­il­ar­it­ies in cog­nit­ive driv­ing factors such as reas­on­ing, motiv­a­tions, atti­tudes, etc.

Communication beha­viours = how the pub­lic’s opin­ion is expressed (choice of mes­sage, rhet­or­ic­al fram­ing, and medi­um type).

Specific issue = determ­ined situ­ation­ally by a spe­cif­ic social object, often high on the agenda in news media or social media.

Learn more: The Publics in Public Relations

Kirk Hallahan: Five Types of Publics

Five Types of Publics

There are plenty of inact­ive pub­lics around us in soci­ety, just “wait­ing” for extern­al situ­ations to activ­ate them and bring them togeth­er in coöper­at­ive, com­mu­nic­at­ive behaviours.

However, PR tends to focus on the already activ­ated publics:

“By focus­ing on act­iv­ism and its con­sequences, recent pub­lic rela­tions the­ory has largely ignored inact­ive pub­lics, that is, stake­hold­er groups that demon­strate low levels of know­ledge and involve­ment in the organ­isa­tion or its products, ser­vices, can­did­ates, or causes, but are import­ant to an organ­isa­tion.”
Source: Public Relations Review ²Hallahan, K. (2000). Inactive pub­lics: The for­got­ten pub­lics in pub­lic rela­tions. Public Relations Review, 26(4), 499 – 515. https://​doi​.org/​1​0​.​1​0​1​6​/​S​0​3​6​3​-​8​1​1​1​(​0​0​)​0​0​061 – 8

Kirk Hallahan, Professor Emeritus, Journalism and Media Communication, Colorado State University, pro­poses five types of pub­lics based on their know­ledge and involve­ment: ³Hallahan, K. (2000). Inactive pub­lics: The for­got­ten pub­lics in pub­lic rela­tions. Public Relations Review, 26(4), 499 – 515. https://​doi​.org/​1​0​.​1​0​1​6​/​S​0​3​6​3​-​8​1​1​1​(​0​0​)​0​0​061 – 8

Hallahan sug­gests a mod­el based on know­ledge and involvement:

As an organ­isa­tion tar­geted by act­iv­ists, what would be the best issue response? Hallahan pro­poses four prin­cip­al response strategies: ⁴Hallahan, K. (2009, November 19). The Dynamics of Issues Activation and Response: An Issues Processes Model. Journal of Public Relations Research. … Continue read­ing

Learn more: Kirk Hallahan’s Five Types of Publics

PR Resource: John Dewey and the “P” in Public Relations

John Dewey and the ‘P’ in Public Relations

The term “pub­lics” can be traced back to the work of the American psy­cho­lo­gist and philo­soph­er John Dewey (1859 – 1952). ⁵John Dewey. (2023, March 25). In Wikipedia. https://​en​.wiki​pe​dia​.org/​w​i​k​i​/​J​o​h​n​_​D​e​wey

In his 1927 book, “The Public and Its Problems,” Dewey con­cep­tu­al­ised pub­lics as situ­ation­al groups formed in response to shared con­cerns or issues. He pos­ited that these groups emerge when indi­vidu­als con­front a com­mon prob­lem, recog­nise its exist­ence, and take col­lect­ive action to address it. ⁶Dewey, J. (1927). The Public and Its Problems. Athens, Ohio: Swallow Press.

“Dewey’s the­ory of the pub­lic sphere recog­nizes mul­tiple pub­lics and per­meable bor­ders between pub­lic and private, with com­mu­nic­a­tion play­ing a cru­cial role in pub­lic form­a­tion and re-form­a­tion.”
Source: Argumentation and Advocacy ⁷Asen, R. (2003). The Multiple Mr. Dewey: Multiple Publics and Permeable Borders in John Dewey’s Theory of the Public Sphere. Argumentation and Advocacy, 39, 174 — 188. … Continue read­ing

Dewey’s for­mu­la­tion of pub­lics marked a sig­ni­fic­ant depar­ture from the tra­di­tion­al under­stand­ing of the “mass pub­lic,” which assumed a more homo­gen­eous and pass­ive audience. 

By high­light­ing the situ­ation­al and dynam­ic nature of pub­lics, Dewey laid the found­a­tion for a more nuanced and adapt­ive approach to under­stand­ing the com­plex inter­ac­tions between organ­isa­tions and their vari­ous audiences.

This under­stand­ing of pub­lics as situ­ation­al and ever-chan­ging high­lighted the need for organ­isa­tions to remain agile and adapt­ive in their com­mu­nic­a­tion efforts.

By recog­nising the diverse and situ­ation­al nature of pub­lics, PR pro­fes­sion­als and com­mu­nic­at­ors can bet­ter under­stand the needs and con­cerns of their vari­ous audi­ences, allow­ing them to devel­op more effect­ive com­mu­nic­a­tion strategies. 

“This recog­ni­tion of the act­ive and dynam­ic nature of pub­lics has also influ­enced broad­er aca­dem­ic and pub­lic dis­course, high­light­ing the import­ance of under­stand­ing and enga­ging with dif­fer­ent groups of people who share com­mon interests, con­cerns, or prob­lems.”
Source: Contemporary Pragmatism ⁸Rogers, M. (2010). Introduction: Revisiting The Public and Its Problems. Contemporary Pragmatism, 7, 1 – 7. https://​doi​.org/​1​0​.​1​1​6​3​/​1​8​7​5​8​185 – 90000152

Learn more: John Dewey and the ‘P’ in Public Relations