ABSTRACT
A keen understanding of stakeholders and how they attend to messages, process information, think, feel, formulate attitudes, and behave is necessary for an effective public relations campaign. The emotional, cognitive, social, motivational, and behavioral aspects of individuals are some of the different types of psychology that come to mind when exploring messaging appeals that influence individuals. Applied theory supported by research provides the framework from which the public relations practitioner can understand publics. This chapter covers these important topics and the major theories equated with them. The content builds an understanding through linking human psychology to public relations issue awareness, knowledge, and engagement as well as examining the potential for stakeholder advocacy and action. Through this understanding, the public relations professional engages in strategic communication that informs, persuades, and successfully mobilizes publics.
