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Lecture-3 Four Models of Public Relations For Research

The document summarizes four models of public relations proposed by Grunig and Hunt in 1984: the press agent/publicity model, public information model, two-way asymmetrical model, and two-way symmetrical model. It describes the key characteristics of each model, including whether they involve one-way or two-way communication, the use of research and feedback, and whether the communication aims to benefit the organization or both parties. The document concludes by noting the two-way symmetrical model is considered the most ethical approach.

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673 views10 pages

Lecture-3 Four Models of Public Relations For Research

The document summarizes four models of public relations proposed by Grunig and Hunt in 1984: the press agent/publicity model, public information model, two-way asymmetrical model, and two-way symmetrical model. It describes the key characteristics of each model, including whether they involve one-way or two-way communication, the use of research and feedback, and whether the communication aims to benefit the organization or both parties. The document concludes by noting the two-way symmetrical model is considered the most ethical approach.

Uploaded by

aktaruzzaansyed
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© © All Rights Reserved
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Four models of public relations for

Research

Ashfara Haque
Spring 2021

AHAQUE, PR RESEARCH, MSJ


Four models of public relations
Grunig and Hunt (1984) developed four models of public relations that
describe the field’s various management and organizational practices.
These models serve as guidelines to create programs, strategies, and
tactics.
- Press agent/publicity model
- Public information model
- Two-way asymmetrical model
- Two-way symmetrical model

AHAQUE, PR RESEARCH, MSJ


Four models of
public relations

AHAQUE, PR RESEARCH, MSJ


Press agent/publicity model
Communications professionals use persuasion to shape the thoughts and
opinions of key audiences.

In this model, accuracy is not important and organizations do not seek audience
feedback or conduct audience analysis research.

It is a one-way form of communication.

AHAQUE, PR RESEARCH, MSJ


Public information model
The public information model moves away from the manipulative strategies
used in the press agent model and presents more accurate information.

However, the communication pattern is still one-way.

The Public Information Model has also been applied in the public service
announcements that related to health, safety and environment.

Practitioners do not conduct audience analysis research to guide their strategies


and tactics.

Some press releases and newsletters are created based on this model, when
audiences are not necessarily targeted or researched beforehand.

AHAQUE, PR RESEARCH, MSJ


Two-way asymmetrical model

This model presents a more “scientifically persuasive” way of communicating


with key audiences.

Here, content creators conduct research to better understand the audience’s


attitudes and behaviors, which in turn informs the message strategy and creation.

Still, persuasive communication is used in this model to benefit the organization


more so than audiences; therefore, it is considered asymmetrical or imbalanced.

The model is particularly popular in advertising and consumer marketing, fields


that are specifically interested in increasing an organization’s profits.
AHAQUE, PR RESEARCH, MSJ
Two-way symmetrical model
This model argues that the public relations practitioner should serve as a liaison between the
organization and key publics, rather than as a persuader.

Here, practitioners are negotiators and use communication to ensure that all involved parties
benefit, not just the organization that employs them.

The term “symmetrical” is used because the model attempts to create a mutually beneficial
situation.

The two-way symmetrical model is deemed the most ethical model, one that professionals
should aspire to use in their everyday tactics and strategies (Simpson, 2014).

Some experts think of public relations more broadly. For instance, they may argue that
political lobbying is a form of public relations because lobbyists engage in communication
activities and client advocacy in order to shape the attitudes of Congress (Berg, 2009).

AHAQUE, PR RESEARCH, MSJ


AHAQUE, PR RESEARCH, MSJ
Do Not Miss Deadline To Submit
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March 12, 2021

AHAQUE, PR RESEARCH, MSJ


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AHAQUE, PR RESEARCH, MSJ

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