Article2008

Breaking down the Stakeholder Environment: Explicating Approaches to the Segmentation of Publics for Public Relations Research

122 citations0/0 files storedJournalism & Mass Communication Quarterly

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Public Relations and Crisis Communication Media Studies and Communication Corporate Social Responsibility Reporting

Abstract

This article reviews approaches to the segmentation of organizational stakeholders, recommending specifically that in the early (stakeholder) stage of strategic management, publics should be segmented using cross-situational approaches grounded in the notions of “consequences” and “resources.” In the later (public and issue) stages, publics should be segmented using situational approaches, derived from notions of “problem” and “issue.” The review and synthesis seeks to help scholars theorize more systematically about segmenting publics in public relations and to enable practitioners to more strategically segment and prioritize their organizational stakeholders.

Citations in this library

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2012What Makes People Hot? Applying the Situational Theory of Problem Solving to Hot-Issue Publics 2011Towards a More Holistic Stakeholder Analysis Approach. Mapping Known and Undiscovered Stakeholders from Social Media 2009Classifying Publics: Communication Behaviors and Problem-Solving Characteristics in Controversial Issues 2016Identifying Active Hot-Issue Communicators and Subgroup Identifiers 2016Understanding publics’ perception and behaviors in crisis communication: Effects of crisis news framing and publics’ acquisition, selection, and transmission of information in crisis situations 2020Information vetting as a key component in social-mediated crisis communication: An exploratory study to examine the initial conceptualization 20112010 Practice Analysis: Professional competencies and work categories in public relations today 2012Public Segmentation and Government–Public Relationship Building: A Cluster Analysis of Publics in the United States and 19 European Countries

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