In social marketing, ‘publics‘ refers to all the groups of people who are involved in or affected by a social marketing program.
These groups can be internal or external to the organization running the program.
External Publics of Social Marketing:
Groups of people or entities that exist outside the organization or group running a social marketing campaign, but are nonetheless affected by or can influence the campaign’s success.
- Target audience: The specific group of people the program is trying to influence. For example, a social marketing program aimed at reducing smoking rates among teenagers would have teenagers as its target audience.
- Secondary audiences: People who can influence the target audience, such as family members, friends, or community leaders. In the smoking cessation example, parents, teachers, and coaches could be considered secondary audiences.
- Policymakers: People who can create or change laws and regulations that affect the social issue. For example, policymakers could pass laws that restrict smoking in public places or increase taxes on cigarettes.
- Gatekeepers: People who control access to information or resources, such as media outlets or community organizations. For example, news reporters, bloggers, and social media influencers can all be considered gatekeepers.
- Opposing Publics: These are groups or individuals who actively oppose the campaign’s goals and may spread counter-messages or engage in behaviors that undermine the campaign’s effectiveness.
Internal Publics of Social Marketing:
People within the organization who are involved in the program, such as staff, volunteers, and board members. These individuals play a critical role in the success of the program.
- Employees: Staff members directly involved in planning, implementing, and evaluating the social marketing program.
- Volunteers: Individuals who contribute their time and effort to support the program’s activities.
- Board of Directors/Trustees: Provide oversight and strategic guidance for the organization and its programs.
- Funders/Donors: Organizations or individuals who provide financial resources to support the program.
Social marketers need to consider the needs and perspectives of all these publics when designing and implementing their programs. This includes understanding their values, beliefs, and behaviors, as well as their communication preferences.
By effectively engaging with all relevant publics, social marketers can increase the reach and impact of their programs.
