The Situational Theory of Publics

The Situational Theory of Publics explains how organizations identify and communicate with different groups of people based on their level of interest and involvement. Essentially, not everyone is equally aware or concerned about an issue. Some groups are aware and active (active publics), some are aware but passive, and others are unaware. Organizations tailor their messages to these groups, focusing more on those most likely to respond or engage. This approach helps organizations effectively allocate resources and craft messages that resonate with each group's specific needs and awareness level.