Situational Theory Essay

1170 Words3 Pages

Introduction
Situational Theory of Publics
In order to understand both, the aspects and complexities regarding Situational Theory of Publics, one must first understand the theory in itself. Situational Theory considers a public as a, “section of the community having a particular interest or connection” (Oxford, 2016). This theory locates and identifies publics by a given genre, the genre being that particular interest or connection. Each public is a group or audience of people with the potential to recognize an organization and its current situation or goal(s). Additionally, Situational Theory helps to identify trends within various publics which allow for strategic communications practitioners to make predictions more accurately.
After the …show more content…

Digital publics are those targeted through both, Social Networking Sites (SNS) and Social Media. Although everyone capable of accessing social media has the possibility of becoming a digital public, only those that respond or take part in communicating with an organization through that social media platform are considered digital publics. Essentially, the 60% of Americans who own a smartphone are potential digital publics. Exposure to social media and SNS can create or develop a public that did not originally exist, activate an inactive public, and increase an active public’s activity. Encouraging those who are not accustomed to social media and SNS to utilize or try it creates new audiences and publics. By reaching out to inactive digital publics, an organization establishes a relationship which it can develop. The longer that an active digital public remains active, the more active they become. Additionally, digital publics allow strategic relations practitioners to accurately predict which publics are active and inactive based on demographics and …show more content…

By remaining conscious of inactive publics and reaching out to them, SSAC would establish a relationship, potentially recruiting new members, fans, and enthusiasts. Based on demographics and online behavior, the art center can predict a given digital public’s level of interest and involvement through social media. They could then send out multiple variations of a promotional ad for the festival in hopes of reaching a wider array of audiences. The theory would enable them to tailor each and every message depending on a given public’s interest. Most significantly through the consistent use of social media, the organization would be able to grow their following, raising the level of activity in publics while developing qualitative relationships with them. Promoting their online presence in the real world would also encourage the participation of new publics, particularly digital publics. Growing their following in applying this theory is the ultimate form of preparation for the festival. This following will increase with each daily update and reminder about SSAC and the arts festival which, in turn, will guarantee a larger

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