MCM102

• Public

  Like your family; you don’t pick them; they exist due to interaction and interdependency with an organization or a common issue
• Market

  More like your friends; you pick them; organizations develop their markets among publics with whom they intend to conduct business or generate support
• Bottom line

  Identifies an organization’s mission or fundamental goal (selling cars, educating students, serving patients, etc.)
• Audience

  People who pay attention to a particular medium of communication and receive messages through it
• An organization’s relationship with an audience is usually brief
• The relationship with a public is much more permanent than with an audience
• Some members of an audience may be part of a candidate’s wider publics, such as registered party members
• Other registered members may not be among any of the candidate’s audiences but remain part of an important public
• Audiences are not homogenous but more often are aggregates
• Audiences are mere assortments of individuals with perhaps nothing in common other than their use of a particular communication medium
• Specialised communication medium


  • More likely its audiences have in common both demographic characteristics (such as age and income) and psychographic characteristics (such as lifestyle and values)
• The audience of very specialised media may coincide with your publics
• Interphase is the longest phase of the cell cycle where the cell grows and prepares to divide.