In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.
In an increasingly saturated communications landscape where consumers are bombarded with thousands of messages daily, brands are not only competing on creativity or novelty, but on their ability to “decode” their audiences. A campaign, no matter how innovative or well-produced, may still fall flat if its message reaches the wrong audience or the right audience at the wrong time. Therefore, audience segmentation is no longer a strategic option. It is a fundamental step to ensure communication effectiveness and, more importantly, to build lasting relationships with target groups.
The Situational Theory of Publics: A Framework for Strategic Segmentation
In 1984, James E. Grunig developed the Situational Theory of Publics to explain why and when publics form. This theory also helps predict the communication behavior of different audience groups, offering a strategic foundation for informed decision-making. The ultimate goal is to enable organizations to influence public perception, attitudes, and behavior in an effective and targeted way.
Segmentation Based on Situational Variables
Audience segmentation in communications goes beyond traditional demographic factors such as age, gender, or income. According to Grunig’s theory, effective segmentation relies on three key psychological and behavioral variables that help communicators understand where the audience stands on the awareness–response journey:
1. Problem recognition
The degree to which an individual realizes that something is wrong or requires attention. If people don’t perceive a problem, they won’t seek information or engage. This is the first gateway for any message to be heard.
2. Constraint recognition
Even when individuals recognize a problem, they may not act if they feel constrained due to lack of confidence, insufficient information, fear, or a belief that their actions won’t make a difference. The fewer perceived barriers, the more likely the audience will respond positively.
3. Level of involvement
This measures how personally relevant an issue is to the individual. The more people feel that an issue affects them, the more they are inclined to seek information, respond, and take action.
Combining these three factors allows communication professionals to segment audiences into five types: non-public, latent, apathetic, aware, and active publics each requiring tailored communication strategies to either raise awareness, remove psychological barriers, or drive specific behaviors.
The Five Types of Publics
1. Non-public
This group is neither affected by an issue nor aware of it. They are emotionally and behaviorally outside the influence of the message. In most cases, engaging this group is inefficient and a waste of resources.
Example: A campaign promoting marine conservation is irrelevant to a mountain-dwelling community with no exposure to ocean pollution.
2. Latent public
This group is affected by the issue but does not realize the connection. They lack the motivation to engage simply because the issue hasn’t “called their name.”
Strategy: Use storytelling, impactful visuals, and data to surface the problem and establish relevance.
Example: Urban residents living with poor air quality but unaware of its health impact continue their lives without concern.
3. Apathetic public
This group is aware of the issue but indifferent. They may see it as too distant, not personally relevant, or feel helpless to act.
Strategy: Tap into personal emotions and values. Relate the issue to individual benefits or immediate concerns.
Example: Someone who believes in climate change but thinks “my actions won’t matter anyway.”
4. Aware public
They understand the issue and recognize its personal relevance but haven’t taken action yet. Reasons may include lack of motivation, unclear solutions, or not knowing where to start.
Strategy: Offer clear, actionable steps and compelling calls to action.
Example: Someone who agrees blood donation is important but never participates because they don’t know how or where to register.
5. Active public
This is the ideal audience, fully aware of the issue, highly involved, and ready to act. They actively seek information, share content, interact, and participate.
Strategy: Leverage their enthusiasm. Invite them to co-create, become advocates, or take leadership roles.
Example: Environmental volunteers who actively clean up waste, educate others, and mobilize their communities.
Notable Case Studies
1. GreenID – “The Breathing Box” (Hanoi, 2020)
Objective: Raise awareness about air pollution
Target audience: Latent public, urban residents affected by pollution but unaware of its severity
Approach:
- Built transparent boxes filled with real polluted air and placed them in public spaces
- Used shocking visuals and scientific data to grab attention
Outcome: - Converted audiences from latent → aware → active
- Over 5,000 policy petition signatures demanding clean air legislation
2. OMO – “Dirt is Good” Campaign (Vietnam)
Objective: Shift perceptions about kids playing in the dirt
Target audience: Apathetic public, parents who understand the value of exploration but remain passive due to cleanliness concerns
Approach:
- Emotional storytelling that celebrates childhood adventure
- Linked play with holistic child development
Outcome:
- Improved attitudes toward mess and play
- Strengthened brand association with education and positive parenting values
3. Pepsi x BlackPink – Fan Engagement Campaign
Objective: Strengthen brand affinity and increase visibility among Gen Z
Target audience: Active public, BlackPink fans who are fully engaged and highly mobilized
Approach:
- Released limited-edition products, hosted online mini-games, and offered exclusive gifts
- Tapped into fandom enthusiasm and strong digital engagement
Outcome: - High virality across social media
- Boosted sales and brand love among Gen Z audiences
Strategic Communication Approaches by Audience Type
| Audience Type | Communication Strategy |
| Latent public | Raise awareness using storytelling and compelling data |
| Apathetic public | Evoke emotion and connect to personal relevance |
| Aware public | Provide specific solutions and strong calls to action |
| Active public | Co-create, reward positive behavior, build communities |
| Non-public | Avoid targeting to prevent resource waste |
Final Thoughts: “Who Are You Talking To?”
In an era where audiences are increasingly fragmented and harder to engage, audience segmentation is not just a support step, it is a strategic foundation. Each group from unaware to highly active, requires distinct approaches in both message and medium.
Instead of asking, “What should we say?”, communicators should begin with, “Who are we speaking to?” When we understand where our audiences are in their journey of awareness and engagement, we can tailor messages that resonate, inspire action, and create genuine impact from attention, to empathy, to mobilization.
References (APA Style):
- Grunig, J. E. (2005). Situational theory of publics. ResearchGate
- Silfwer, J. (n.d.). Five Types of Publics. Retrieved June 27, 2025, from Doctorspin
- Kim, J.-N. (2011). Public segmentation using situational theory of problem solving. ResearchGate
- Lê Ngọc Sơn. (2016). “Đám đông thụ động” và nghệ thuật tuyên truyền. Nghiên cứu Lịch sử
- Brands Vietnam. (2018). OMO – Dirt is Good. Retrieved from BrandsVietnam
- Thuý Ngà. (2020, September 12). BlackPink trở thành đại diện phát ngôn mới của Pepsi. VietNamNet
Source: Brands Vietnam