Situational Theory of Publics

The Situational Theory of Publics, developed by James E. Grunig, explains how different groups of people (publics) engage with issues based on their level of awareness, involvement, and concern. It identifies three key factors: problem recognition (acknowledging an issue), constraint recognition (understanding barriers to action), and level of involvement (personal relevance of the issue). Publics can be categorized as active, aware, or non-publics based on these factors. This theory helps organizations communicate effectively by tailoring their messages and strategies to engage with different groups based on how they perceive and relate to specific issues.