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Priority publics/stakeholders are those most important to an organization in terms of their potential to an organization in terms of their potential impact on the organization.
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Psychographics are increasingly important for describing diverse publics. One system for analysis of U.S. consumers is VALS tm (values, attitudes and lifestyles), which puts consumers into eight categories.

Because people are more interconnected globally, reactions to issues and events are communicated responses. Interactive media have contributed to multiple message sources and thus a fragmentation of publics.

As a global source of information, the internet draws users because it is participatory, offers anonymity and affords the development of “communities”.
Employers are always an important public because they often have direct contact with a number of other publics. With their insiders’ experience and information, they are perceived as knowledgeable and credible. Keeping employees informed and loyal is crucial for maintaining this PR “front line”.
Women in the workplace and women customers can create serious problems with an institution’s reputation if they are victims of harassment or discrimination and make that case publicly.
Sensitivity to a minority culture is as important as being aware of and using the language of that minority effectively.
Handling issues demands an integrated approach to communication in which an issue, the public and the situation in which an issue develops all require that an evaluation consider strategies that use any and all available communication tools.
More than any other executive, other than the president or chief executive officer (CEO), the staff public relations practitioner needs to know what is going on both inside and outside the organization and how the organization’s actions and plans will relate to all of its