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The Dynamics of Issues Activation and Response: An Issues Processes Model

The Dynamics of Issues Activation and Response: An Issues Processes Model A comprehensive issues processes model is outlined, based on a typology of 4 key types of publics found in public relations. These groups differ based on their levels of knowledge and involvement and can be labeled active (high knowledge and high involvement), aroused (high involvement and low knowledge), aware (high knowledge and low involvement), and inactive (low knowledge and low involvement). Issue activation encompasses 4 key processes (and a series of subprocesses) that take people from a state of inactivity to activism. Issue response by a targeted organization represents the complementary process. Four principal response strategies are outlined, one for each of the 4 types of publics in the model. These include negotiation (active publics), intervention (aroused publics), education (aware publics), and prevention (inactive publics). Implications and directions for future research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

The Dynamics of Issues Activation and Response: An Issues Processes Model

Journal of Public Relations Research , Volume 13 (1): 33 – Jan 1, 2001

The Dynamics of Issues Activation and Response: An Issues Processes Model

Abstract

A comprehensive issues processes model is outlined, based on a typology of 4 key types of publics found in public relations. These groups differ based on their levels of knowledge and involvement and can be labeled active (high knowledge and high involvement), aroused (high involvement and low knowledge), aware (high knowledge and low involvement), and inactive (low knowledge and low involvement). Issue activation encompasses 4 key processes (and a series of subprocesses) that take people...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1207/S1532754XJPRR1301_3
Publisher site
See Article on Publisher Site

Abstract

A comprehensive issues processes model is outlined, based on a typology of 4 key types of publics found in public relations. These groups differ based on their levels of knowledge and involvement and can be labeled active (high knowledge and high involvement), aroused (high involvement and low knowledge), aware (high knowledge and low involvement), and inactive (low knowledge and low involvement). Issue activation encompasses 4 key processes (and a series of subprocesses) that take people from a state of inactivity to activism. Issue response by a targeted organization represents the complementary process. Four principal response strategies are outlined, one for each of the 4 types of publics in the model. These include negotiation (active publics), intervention (aroused publics), education (aware publics), and prevention (inactive publics). Implications and directions for future research are discussed.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jan 1, 2001

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