Distinguishing among publics,audiences, and stakeholders in the social media era of unanticipated publics |
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| Institution: | 1. Purdue University, 738 Nathan Ct., West Lafayette, IN 47906, United States;2. Brigham Young University, 360 BRMB, Provo, UT 84604;1. Purdue University, 738 Nathan Ct., West Lafayette, IN 47906, United States;2. Brigham Young University, 360 BRMB, Provo, UT 84604;1. Moody College of Communication, University of Texas at Austin, United States;2. Neeley School of Business, Texas Christian University, United States;3. Faculty of Business and Information Technology, University of Ontario Institute of Technology, Canada;1. Jack J. Valenti School of Communication, 101 Communication Bldg., University of Houston, Houston, TX, 77204-3002, United States;2. Department of Communication, 16 Garey Hall, Villanova University, Villanova, PA 19085, United States;1. Republic of Korea Army, Republic of Korea;2. University of Tennessee, United States |
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| Abstract: | Public relations is failing to distinguish among publics, audiences, and stakeholders in today’s social media era, even though the business and marketing literature has begun discussing “brand publics.” This article clarifies the terms and explains the practical value in the definitions and distinctions. It also introduces a new term, “unanticipated publics” and provides a way to conceptualize those publics’ impact from the social network perspective. |
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| Keywords: | Audiences Publics Stakeholders Marketing Social media Social network analysis |
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