chapter  6
16 Pages

Understanding public psychology

ByHeather Yaxley

This chapter considers theories and concepts originating in the field of psychology and outlines methods to research and analyse stakeholders and publics.

After reading this chapter, you should be able to:

• relate public psychology to the PR strategic planning process;

• understand how to segment stakeholders and publics for research purposes;

• consider a variety of research methods to gain insight into the attitudes and behaviour of stakeholders and publics.