• Active Stakeholders Active stakeholders are a crucial public with stake in a corporation. They are aware of mutual consequences provoked by the corporation's existence and general aims, and interested in a neutral, supportive, or adversarial relationship. Corporations must listen to and create dialogues with active stakeholders to define objectives to be pursued.
• Potential Stakeholders:
  Potential stakeholders are a crucial public the corporation believes may have an interest in a relationship if they were made aware of corporate objectives. The corporation relates to potential stakeholders by attracting their attention after establishing dialogue with active stakeholders, and attempting to persuade them join the corporation as an active stakeholder.
• Issue Influencers:
  Issue influencers are those the corporation recognizes as having a relevant influence on key social, cultural, political, and/or economic issues that influence the outcome of a corporation's objectives or goals. The corporation relates to issue influencers through positive public relations in attempts to sway their opinion to what will positively affect the corporation's objectives or goals.
• End-Recipient Opinion Leaders:
  End-recipient opinion leaders are those whose opinions, attitudes, decisions, and behaviors the company deems will influence those the opinions, attitudes, decisions, and behaviors of customers and beneficiaries. The corporation will establish dialogue with opinion leaders to encourage them to adopt attitudes and opinions that will positively affect the corporation and its objectives and goals.
• End-Recipients:
  End recipients are customers, users, beneficiaries, and any person the corporation influences and brings about consequences upon, directly or indirectly, and vice versa. The corporation attempts to reach end recipients through communications, strategy, and public relations tools.

These crucial publics affect, or are affected by, actions and decisions made by a corporation, organization, or other entity. These entities must establish their crucial publics and work to build positive relationships with them for the success of the corporation or organization. Crucial publics may also be considered those who are directly affected by or involved with corporate issues, directly or indirectly.

Reaching Crucial Publics
Reaching crucial publics involves public relations strategizing, as well as marketing strategizing. Crucial publics can positively or negatively affect the success of a corporation. Corporations must work to reach crucial publics affected by an issue, or crucial publics that can affect corporate issues in order to build, reinforce, and maintain solid and long-term relationships with journalists, investors, partners, decision makers, and other crucial publics.

Crucial publics may vary from industry to industry. Once a corporation or entity has identified or established their crucial publics, corporations in general may reach their crucial publics in a variety of ways:

• Selective engagement of magazine, newspaper, and television media;
• Identification of an area of crucial public presence, such as My Space, or special events, and public relations dealings within these places;
• Effective crisis management;
• Issuance of corporate stakeholder information;
• Online presence, including sites or sections of a corporate website for the broadcasting of pertinent information, discussion groups and forums, press release access, etc.
• Press releases;
• Public statements, interviews, or conferences;
• Contact through organizations and/or associations, such as professional or religious;

Cultivating positive relationships with crucial publics is necessary if crucial publics are to cultivate positive positions of a corporation.

Links:

http://www.publicrelationsideas.com/marketing/

http://www.101publicrelations.com/crisis-communication.html