-Emulate This! The Four Models of Public Relations-

By now, people are familiar with the roles and functions that Public Relations serve organizations.  However, did you know there happens to be four distinct models of PR…?  There are indeed, according to James E. Grunig, who with over 20 years of experience in the field of public relations is essentially a PR guru and expert!  Grunig’s research has added many theories to the knowledge that already exists, theories which have improved the PR field and have allowed PR practitioners to become better able to serve both organizational and public interest.  But, without further adieu, I give to you the four models:

The first is called Press Agentry/Publicity Model, which is considered one-way communication.  It is based on using persuasion and even manipulation in order to influence the audience to the point where they act and behave as the organization wants.  The second is called Public Information Model, which is another one-way communication model.  This method uses press releases and other forms of one-way communication techniques to disperse organizational information.  Key to note, PR practitioners are referred to as the “journalist in residence” under this method.

The third model is known as the Two-Way Asymmetrical Model, and though is two-way communication, the goal is outbalanced in favor of the marketers and practitioners.  Under this method, information is sent out to the public based upon previously conducted research, with the hope that the consumer interprets the information the way the organization hopes.  Grunig also refers to it as “scientific persuasion”, and it remains as the most commonly used model today.  The last model is the Two-Way Symmetric Model, which is another two-way communication model that this time is in true balance between the organization and the public.  It involves the tasks of researching the concerns of both the organization and the public, so as to help them adapt to each other and both be mutually beneficial.  This model, as great and fair as it is, is extremely hard to find in practice, since sadly most practitioners are only concerned with the bottom line profitability of the organization they’re a part of.