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The Dynamics of Issues Activation and Response: An Issues Processes Model

A comprehensive issues processes model is outlined, based on a typology of 4 key types of publics found in public relations. These groups differ based on their levels of knowledge and involvement and can be labeled active (high knowledge and high involvement), aroused (high involvement and low knowledge), aware (high knowledge and low involvement), and inactive (low knowledge and low involvement). Issue activation encompasses 4 key processes (and a series of subprocesses) that take people from a state of inactivity to activism. Issue response by a targeted organization represents the complementary process. Four principal response strategies are outlined, one for each of the 4 types of publics in the model. These include negotiation (active publics), intervention (aroused publics), education (aware publics), and prevention (inactive publics). Implications and directions for future research are discussed.