ABSTRACT
The planner's ability to identify and analyze publics is the cornerstone of an effective integrated communication campaign. Publics exist because of their interaction and interdependency with an organization or because both they and the organization face a common issue. One of the most important ways of analyzing a public is to consider the consequences it has on the organization and, conversely, the consequences the organization has on the public — actively or at least potentially. Markets are particular types of publics, and organizations develop marketing efforts among those publics with whom they intend to conduct business or generate support and participation. Both public relations and marketing will deal with audiences. A final category is a stakeholder, which some people identify as different from a public. Much overlap exists among publics, markets, audiences, and stakeholders. Stakeholders are people who are conscious of a mutual relationship with an organization.
