Grunig's Situational Theory

Grunig's Situational Theory of Publics explains how organizations identify and communicate with different groups of people based on their awareness and involvement. It suggests that people’s interest in a topic varies depending on their knowledge and concern. Those who are highly aware and involved are considered "active publics" and are more likely to engage or respond. Less aware groups are "lurkers" or "non-publics." Organizations should tailor their messages to these different groups, focusing more attention on active publics, to effectively inform and influence them while recognizing that different stakeholders require different communication strategies.