ABSTRACT
This step identifies a public and differentiates it from a market, audience, and stakeholder. It looks at several characteristics of a public, as well as various categories of linkages, including customers, producers, enablers, and limiters. The step introduces the concept of networking and intercessory publics. It focuses on opinion leaders, with a subgroup of vocal activists. The step also features research on influencers. It then identifies a key public, also called a strategic public, as a specific public that is most important for a particular public relations activity. This step also focuses on analyzing key publics with attention to their stage of development (including nonpublic, latent public, apathetic public, aware public, and active public). This step also deals with stereotypes of several groups, including Native Americans, Arab Americans/American Muslims, Italian Americans, Asian Americans, and the LGBTQ community. This step concludes with the cultural context of publics.
