Theories of PR- 4 model of PRTheories of PR- 4 model of PR

20092609

Lee Min-Ji

20092609

Lee Min-Ji

4 model of PR by Grunig

Grunig has helped to improve the Public Relations profession by adding new theories including the four models of Public Relations.

1.Press Agentry Model2.Public Information Model3.Two Way Asymmetric Model4.Two Way Symmetric Model

Standard of Classification of Grunig

1. Direction

: One-way communication

- Press agentry,

Public information

: Two-way communication

- Two way asymmetric,

Two way symmetric

2. Balance

: Asymmetric communication

- Press agentry,

Public information,

Two way asymmetric

: Symmetric communication

- Two way symmetric

: Direction & Balance

1. Press Agentry Model

• Object

: Report on press and try to attract press attention • Strategy

: Persuade by intuitive and individual experience,

Provision of incomplete information

(Possible of exaggeration, distortion)• Representative

: Phineas T. Barnum →

(Attract Public’s attention!)

2. Public Information Model

• Object

: Distribution and Spread of information• Strategy

: An informer openly offer objective information

and persuade in public• Representative

: Ivy Lee (Give a information for Public!)

↘

3. Two Way Asymmetric Model• Object

: Changes in public attitudes (Scientific persuation)• Strategy

: After get the point of Publics, Provide information• Representative

: Edward Bernays (Persuade! Who? Public)

↘

4. Two Way Symmetric Model• Object

: This is harmonize interests of Public and Group• Strategy

: Grasp the demand of publics,

Encourage increased mutual understanding• Representative

: Scott Cutlip, Allen Center,

James E. Grunig (Get across to Publics&Group!)

summary

Model Name Type of

Communication Model Characteristics

Press gentry

/publicity

One-way communication

Uses persuasion and manipulation to influence audiences to behave as the organization desires

Public information model

One-way communication

Uses press releases and other one-way communication techniques to distribute organizational information. The Public Relations practitioner is often referred to as the in-house journalist

Two-way asymmetrical model

Two-way communication (imbalanced)

Uses persuasion and manipulation to influence audiences to behave as the organization desires. Does not use research to find out how stakeholders feel about the organization

Two-way symmetrical model

Two-way communication

Uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the organization and its stakeholders

The EndThe End