John Dewey indirectly put the ‘P’ in public relations.
A torrent of change swept through the United States in the late 19th and early 20th centuries. The thinker John Dewey (1859 – 1952) emerged amid this tumult.
Dewey was a pragmatic philosopher whose contributions to education and philosophy are widely recognized and celebrated, but his impact on public relations is less known.
Dewey’s concept of “publics” has become a foundation in the study and practice of public relations.
Here we go:
John Dewey and the Publics
John Dewey and the ‘P’ in Public Relations
The term “publics” can be traced back to the seminal work of the American psychologist and philosopher John Dewey (1859 – 1952). 1John Dewey. (2023, March 25). In Wikipedia. https://en.wikipedia.org/wiki/John_Dewey
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. 2John Dewey, The Public and Its Problems (Athens, Ohio: Swallow Press, 1927).
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.
Learn more: John Dewey and the ‘P’ in Public Relations
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The Publics in Public Relations
The Publics in Public Relations
Here’s how to define publics in public relations:
Publics in PR = a psychographic segment (who) with similar communication behaviours (how) formed around a specific issue (why).
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
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ANNOTATIONS
1 | John Dewey. (2023, March 25). In Wikipedia. https://en.wikipedia.org/wiki/John_Dewey |
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2 | John Dewey, The Public and Its Problems (Athens, Ohio: Swallow Press, 1927). |