Situational Theory
Types of Publics
4 Types of Publics
 Nonpublic
• No problem is recognized or exists
• No consequences
 Latent
public
• Problem is there, but public is not aware
 Aware
public
• Group recognizes the problem
 Active
public
• Group organizes to respond to the problem
Factors That Determine
Type of Public
Problem
Recognition
Constraint Recognition
Level of Involvement
Problem Recognition
Information
Seeking
• Actively looking for information
Information
Processing
• Not looking, but if information
comes, will process it
Constraint Recognition
 Extent
to which people perceive there
are obstacles to their ability to act.
The greater their perception of
obstacle(s), the less likely they are to
seek information or to act on
information.
Level of Involvement
Extent
to which people connect
themselves to a situation.
The more people think they are involved
in a situation, the more likely they are to
seek information and not see obstacles.
Problem Recognition
High
Active Public
Active Public
Latent & Aware Public
High
Low
Constraint
Recognition
Constraint
Recognition
Latent Public
Latent Public
Low
Problem Recognition
Nonpublic
This theory suggests
1. Four types of publics are identified based
on
1. Recognition of problem
2. Recognition of obstacles
3. Level of involvement in
problem/situation
2. The TYPE of public determines how and
what you communicate to the public.
Nonpublic
• Low problem / Low constraint
recognition
– Communication not necessary
Latent
• Low problem recognition
• High or Low constraint recognition
– Communication not sought so
message must be creative and
attention-getting
Latent
and Aware Public
• High problem recognition
• High constraint recognition
– Communication may or may not
be processed by these publics
Active
• High problem recognition
• High or low constraint recognition
– Organization must actively
communicate with active publics
and maintain a high public profile