Zeitschrift für Massenkommunikation und Journalismus

Public(s): A Concept Explication for Modeling Public Management

Abstract

Kyung Jung Han

With the advent of web and social media channels, the concept of public has become more complicated and even problematic. Thus, this study sheds light on the term public to reduce ambiguity in applying the concept to the study and practice of public relations, reflecting the long tail of publics. Based on McLeod and Pan’sconcept explicationframework, this study suggests a conceptual public management model for scholars. The model implies that public varies across individuals, organizations, contexts and time.