PUBLIC SEGMENTS IN STRATEGIC PUBLIC RELATIONS IN THE CONTEXT OF THE SITUATIONAL THEORY OF PUBLICS: THE PROFILE OF ACTIVE, AWARE AND LATENT PUBLICS IN TURKEY

The study aims to reveal the profile of the active, aware and latent publics in Turkey by segmenting the situational theory of publics. Accordingly an empirical field study is carried out in ？stanbul, Ankara and ？zmir with 443 questionnaires consisting of the variables of the situational theory of publics and demographics. The results suggest that the publics can be segmented into active, aware and latent publics according to the theory. Although aware publics are found to be the largest publics, as the number of active publics are also enormous, building asymmetrical relationships is considered as questionable. It is suggested that this query can be realized as three folded; for corporations, public relations practitioners and academy to end the complexity of the public relations field in Turkey. When the results of the research are evaluated in terms of active publics in Turkey, it can be stated that there are some implications for the corporations, practitioners and the academy, which are the trivet of the public relations field