Situational theory of publics
The situational theory of publics theorizes that large groups of people can be divided into smaller groups based on the extent to which they are aware of a problem and the extent to which they do something about the problem. For example, some people may begin uninformed and uninvolved; communications to them may be intended to make them aware and engaged. Communications to those who are aware but disengaged may focus on informing them of ways in which they could act. Further classifications are made on the basis to which people are actively seeking or passively encountering ("stumbling into") information about the problem.