So which is it? Audiences, publics, stakeholders… or tribes?

We're no longer talking to passive audiences.

We’re no longer talking to passive audiences.

Whether you are studying PR or work in the field you know that we talk about audiences, publics and stakeholders depending on whether we’re dealing with corporate or consumer PR, on what our companies calls them or on what we think sounds better at any given time. However, even though we tend to use these words interchangeably, this isn’t a “you say potato I say potato” situation. In truth, each one of these words means something slightly different and has different connotations. What’s the one thing they have in common? To some extent, they all focus on organizations and not just on the people they refer to which is why to complicate things even more, some experts are beginning to talk about tribes. Confusing, isn’t it? Not really. Each term is actually quite easy to define: Continue reading