Analysis of the concept of ‘publics’ in public relations
Downloads
Abstract
Terms like “publics”, “the public”, “public opinion”,
“environment” and “audience” are frequently
used in the field of Public Relations
when talking about the “receiver”. However,
their use in different ways has implied a conceptual
mess when applying them. The main
objective of this paper is to explore the key
meaning of these expressions and to analize
which of them is the prevalent one in the public
relations’ field. The results obtained show
that the term “publics” is the most used and
the most appropriate one to refer to the receiver
in the communication process in the
Public Relations theory.
Keywords
Audience, Environment, Publics, Public Opinion, Public Relations, ReceiverDownloads
References
Andrade, C. T. (2005). Psicosociologia das Rela..es P.blicas. S.o Paulo: Edi..es Loyola.
Aronoff, C. E. y Baskin, O. W. (1983). Public Relations: The profession and the practice: West Publishing.
Baines, P., Egan, J. y Jefkins, F. (2005). Public Relations: Contemporary issues and techniques. Oxford.: Elsevier Butterworth- Heinemann.
Barquero, J. D. (2002). Comunicaci.n y Relaciones P.blicas. De los or.genes hist.ricos al nuevo enfoque de la Planificaci.n Estrat.gica. Madrid: McGraw Hill.
Barquero, J. D. (2008). Relaciones P.blicas. Palma de Mallorca: Furtangen.
Bernays, E. L. (1955). The engineering of consent. Norman: University of Oklahoma Press.
Bernays, E. L. (1988). Cristalizando la Opini.n P.blica. Barcelona: Gesti.n 2000 [Original: Crystallizing public opinion, Nueva York: Boni and Liveright Publishers, 1923].
Black, S. (1994). Las Relaciones P.blicas: un factor clave de gesti.n (2 ed.). Barcelona: Hispano Europea.
Blumer, H. (1953). “The mass, the public and public opinion”. En B. Berelson y M. Janovitz (Eds.), Reader in public opinion and communications (pp. 43-49). Glencoe: The Free Press of Glencoe[original de 1939].
Broom, G. M., Casey, S. y Ritchey, J. (1997). “Toward a Concept and Theory of Organization- Public Relationships”. Journal of Public Relations Research, 9(2), 83-98.
Broom, G. M., Casey, S., y Ritchey, J. (2000). “Concept and theory of organization-public relationships”. En J. A. Ledingham y S. D. Bruning (Eds.), Public Relations as Relationship Management: A Relational Approach to the Study and Pratice of Public Relations (pp. 3-22). Nueva Jersey: Lawrence Erlbaum
Broom, G. M. y Dozier, D. M. (1990). Using Research in Public Relations: Applications to program Management. Nueva Jersey: Prentice-Hall.
Bruning, S. D. y Ledingham, J. A. (1999). “Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scale”. Public Relations Review, 25(2), 157-170.
Bruning, S. D. y Ledingham, J. A. (2000). “Perceptions of Relationships and Evaluations of Satisfaction: An Exploration of Interaction”. PublicRelations Review, 26(1), 85-95.
Burning, S. D., Dials, M. y Shirka, A. (2008). “Using dialogue to build organization–public relationships, engage publics, and positively affect organizational outcomes”. Public Relations Review, 34(1), 25-31.
Cameron, G. T., Wilcox, D. L., Reber, B. R. y Shin, J. (2008). Public Relations Today: managing competition and conflict. Boston: Pearson.
Capriotti, P. (1999). Planificaci.n estrat.gica de la imagen corporativa. Barcelona: Ariel.
Capriotti, P. (2009). Branding Corporativo. Santiago de Chile: Colecci.n de Libros de la Empresa. Disponible en: http://www.analisisdemedios.com/branding/BrandingCorporativo.pdf
Castillo, A. (2010). Introducci.n a las Relaciones P.blicas. Espa.a: Instituto de Investigaci.n en Relaciones P.blicas.Disponible en: http://antoniocastillo.moonfruit.com/
Choo, G. (2006). “Audiences, Stakeholders, Publics”. En R. Tench y L. Yeomans (Eds.), Exploring Public Relations (pp. 234-248). Londres: Prentice Hall.
Curtin, P. A. y Gaither, T. K. (2007). International Public Relations: Negotiating, Culture, Identity, and Power. California: Sage Publications.
Cutlip, S. y Center, A. H. (1978). Effective Public Relations (5 ed.). Nueva Jersey: Prentice-Hall.
Cutlip, S., Center, A. H. y Broom, G. M. (2001). Relaciones P.blicas Eficaces (8 ed.). Barcelona: Gesti.n 2000.
Davis, A. (2004). Mastering Public Relations. Nueva York: Palgrave Macmillan.
Elias, J. (1990). Modelos sobre Relaciones P.blicas: Antes del Magamarketing. Barcelona: Vicens-Vives.
Fern.ndez Soto, A. B. (2005). Manual de programaci.n y t.cnicas de relaciones p.blicas. Vigo: Universidad de Vigo.
Ferrer i Fons, A. (1993). Relaciones P.blicas, empresa y sociedad (2 ed.). Girona: Escola Superior de Relacions P.bliques.
Ferrer Mu.oz, J. (2000). La comunicaci.n interna y externa en la empresa. Barcelona: Cuadernos de Comunicaci.n.
Finn, D. (1960). La Empresa y las Relaciones P.blicas. Barcelona: Sagitario.
Fran.a, F. (2004). P.blicos: como identific.-los em uma nova vis.o estrat.gica. S.o Caetano do Sul, S.o Paulo: Yendis.
Grunig, J. E. (1989). “Publics, audiences and markets segments: segmentation principles for campaigns”. En C. T. Salmon (Ed.), Information Campaigns: balancing social values and social change (pp. 199-228). California: Sage Publications.
Grunig, J. E. (1990). “Theory and Practice of Interactive Media Relations”. Public Relations Quarterly, 35(3), 18-23.
Grunig, J. E. y Hunt, T. (1984). Managing public relations. California: Thomson.
Grunig, J. E. y Repper, F. C. (1992). Strategic Management, Publics and Issues. En J. E. Grunig (Ed.), Excellence in Public Relations and Communication Management (pp. 117-157). Nueva Jersey: Lawrence Erlbaum.
Grunig, L. A., Grunig, J. E. y Dozier, D. M. (2002). Excellent public relations and effective organizations : a study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.
Habermas, J. (1981). Historia y cr.tica de la opini.n p.blica: la transformaci.n estructural de la vida p.blica. Barcelona: Gustavo Gili [original de 1962].
Hallahan, K. (2000). “Inactive Publics: The forgotten publics in public relations”. Public Relations Review, 26(4), 499-515.
Harlow, R. (1976). “Building a public relations definition”. Public Relations Review, 2(4), 34-42.
Harlow, R. (1977). “Public relations definitions through the years”. Public Relation Review, 3(1), 49-63.
Harrison, S. (1995). Public Relations: an introduction. Londres: Routledge.
Harrison, S. (2002). Relaciones P.blicas: una introducci.n. Madrid: Thompson.
Hunt, T. y Grunig, J. E. (1994). Public relations techniques. Fort Worth ; Londres: Harcourt Brace College Publishers.
Jefkins, F. (1982). Relaciones P.blicas. Madrid: EDAF.
Jefkins, F. (1989). Public relations techniques. Oxford: Heinemann.
Kitchen, P. J. (1997). “The evolution of public relations: principles and practice”. En P. J.
Kitchen (Ed.), Public Relations: Principles and Practice (pp. 22-42). Londres: Thomson.
Kruckeberg, D., y Starck, k. (1988) Public relations and community: A reconstructed theory [Relaciones p.blicas y comunidad: Una teor.a reconstruida]. New York: Praeger.
Kunsch, M. M. K. (1986). Planejamento de Rela..es P.blicas na Comunica..o Integrada (3 ed.). S.o Paulo: Summus Editorial.
Kunsch, M. M. K. (2003). Planejamento de Rela..es P.blicas na Comunica..o Integrada (Edi..o ampliada ed.). S.o Paulo: Summus.
Lacasa y Blay, A. S. (1998). Gesti.n de la Comunicaci.n Empresarial. Barcelona: Gesti.n 2000.
Ledingham, J. A. y Bruning, S. D. (1998). “Relationship Management in Public Relations: Dimensions of an Organization- Public Relationship”. Public Relation Review, 24(1), 55-65.
Ledingham, J. A. y Bruning, S. D. (2000). “Introduction: background and current trends in the study of relationship management”. En J. A. Ledingham y S. D. Bruning (Eds.), Public Relations as Relationship Management: A Relational Approach to the Study and Practice of Public Relations (pp. xi-xvii). Nueva Jersey: Lawrence Erlbaum.
Lloyd, H., & Lloyd, P. (1986). Relaciones P.blicas. Madrid: Pir.mide.
Long, L. V., y Hazelton, V. (1987). “Public Relations: a theoretical and practical response”. Public Relations Review, 13(2), 3-13.
Marconi, J. (2004). Public Relations: The Complete Guide. Nueva York: Thomson.
Marston, J. E. (1963). The nature of public relations. Nueva York: McGraw-Hill.
Matilla, K. (2009). Conceptos Fundamentales en Planificaci.n Estrat.gica de las Relaciones P.blicas. Barcelona: UOC.
Monz.n, C. (1996). Opini.n p.blica, comunicaci.n y pol.tica: la formaci.n del espacio p.blico. Madrid: Tecnos.
Moore, H. F. y Canfield, B. R. (1982). Relaciones P.blicas: principios, casos y problemas. M.xico: Editorial Continental.
Moss, D. y Warnaby, G. (1997). “A strategic perspective for public relations”. En P. J. Kitchen (Ed.), Public Relations: principles and practice (pp. 43-72). Londres: Thomson.
M.guez Gonz.lez, M. I. (2006). Los P.blicos en las Relaciones P.blicas: Estudio recopilatorio y cr.tico sobre las principales aportaciones a la investigaci.n de los p.blicos en las relaciones p.blicas. Universidad de Vigo, Pontevedra.
M.guez Gonz.lez, M. I. (2010). Los p.blicos en las relaciones p.blicas. Barcelona: UOC.
Newsom, D., Turk, J. V. y Kruckeberg, D. (2004). This is PR: the realities of public relations. Belmont: Thomson.
Nielander, W. A. (1980). Pr.ctica de las relaciones p.blicas. Barcelona: Hispano Europea.
Nolte, L. W. (1979). Fundamentals of Public Relations: Professional Guidelines. Concepts and Integrations (2 ed.). Nueva York: Pergamon.
Oliver, S. (2001). Public Relations Strategy. Londres: Kogan Page.
Oxley, H. (1989). The principles of public relations. Londres: Kogan Page.
Peake, J. (1980). Public Relations in Busuness. Nueva York: Harper y Row.
Price, V. (1994). La Opini.n P.blica: Esfera P.blica y Comunicaci.n. Barcelona: Ediciones Paid.s.
Real Academia Espa.ola. (2012). (22 ed.)
Robinson, E.J. (1981). Comunicaci.n y relaciones p.blicas. M.xico: Continental.
Rojas, J. L. (2006). Gesti.n de las relaciones p.blicas: antecedentes, conceptos y casos. Santo Domingo: B.ho.
Rojas Ordu.a, O. I. (2005). Relaciones P.blicas: la eficiencia de la influencia. Madrid: ESIC.
Ross, R. D. (1984). The Management of Public Relations. Florida: Robert E. Krieger Publishing.
Seitel, F. P. (2002). Teor.a y pr.ctica de las relaciones p.blicas. Madrid: Prentice Hall.
Simon, R. (1984). Public relations: concepts and practices (3 ed.). Nueva York: Macmillan Publishing.
Simon, R. (1986). Relaciones P.blicas. Teor.a y Pr.ctica. M.xico: Limusa.
Smith, R. D. (2005). Strategic Planning for Public Relations (2 ed.). Nueva Jersey: Lawrence Erlbaum.
Solano Fleta, L. (1995). Fundamentos de las Relaciones P.blicas. Madrid: S.ntesis.
Soleto Enriquez, C. (2001). Introducci.n a la comunicaci.n institucional. Barcelona: Ariel.
Sriramesh, K. (2009). “Introduction”. En K. Sriramesh & D. Vercic (Eds.), The Global Public Relations Handbook: Theory, Research and Practice (2 ed., pp. xxxiii-xl). Nueva York: Routledge.
Stacks, D. W. (2002). Primer of Public Relations Research. Nueva York: The Guilford Press.
Starck, K., y Kruckeberg, D. (2001). “Public relations and community: a reconstructed theory revisited”. En R. Heath y G. Vasquez (Eds.), Handbook of public relations (pp. 51-59). California: Sage Publications.
Szalay, J. R. (1974). Relaciones P.blicas: su administraci.n en las organizaciones. M.xico: Editorial Trillas.
Urzaiz, J. (1971). Teor.a y t.cnica de las relaciones p.blicas. Madrid: San Martin.
Varey, R. (1997). “Public Relations: the external publics context”. En P. J. Kitchen (Ed.), Public Relations: principles and practice (pp. 89-108). Londres: Thomson.
Warnaby, G. y Moss, D. (1997). “The role of public relations in organisations”. En P. J. Kitchen (Ed.), Public Relations: principles and practice (pp. 6-21). Londres: Thomson.
Watson, T. y Noble, P. (2005). Evaluating public relations: a best practice guide to public relations planning, research and evaluation. Londres: Kogan Page.
Webster, J. G. (1998). The audience. Journal of Broadcasting & Electronic Media, 42(2), 190-207.
Wilcox, D. L., Cameron, G. T., Ault, P. y Agree, W. K. (2006). Public Relations: strategies and tactics. Boston: Pearson.
Wragg, D. W. (1992). The public relations handbook. Oxford: Blackwell.
Xifra, J. (1999). Les relacions p.bliques, ci.ncia del di.leg. Girona: Universitat de Girona.
Xifra, J. (2003). Teor.a y estructura de las relaciones p.blicas. Madrid: McGraw Hill.