Public is any group that has an actual or potential interest in or impact on the organization’s ability to achieve its objectives. They are key elements of the marketing microenvironment.
The main types of publics include: 1) Financial communities (banks, shareholders); 2) Media communities (newspapers, magazines); 3) Government communities (legislators); 4) Civic communities (consumer organizations); 5) Local communities (neighbors); and 6) The general public. Managing relationships with these groups is critical to a company’s reputation.
