6. Publics: A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.
We can identify seven types of publics:
Financial publics: This group influences the company’s ability to obtain funds. Banks, investment houses, and stockholders are the major financial publics.
Media publics: This group carries news, features, and editorial opinion. It includes newspapers, magazines, and radio and television stations.
Government publics: Management must take government developments into account. Marketers must often consult the company’s lawyers on issues of product safety, truth in advertising and other matters.
Citizen-action publics: A company’s marketing decisions may be questioned by consumer organizations, environmental groups, minority groups and others. Its public relations department can help it stay in touch with consumer and citizen groups.
Local publics: This group includes neighborhood residents and community organizations. Large companies usually appoint a community relations
officer to deal with the community, attend meetings, answer questions, and contribute to worthwhile causes.
General publics: A company needs to be concerned about the general public’s attitude toward its products and activities. The public’s image of the company affects its buying.
Internal publics: include workers, managers, volunteers, and the broad of directors.
