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Theories of pr - 4 model

The document summarizes James Grunig's four models of public relations: 1) The press agentry model uses one-way communication and persuasion to influence audiences. 2) The public information model also uses one-way communication to distribute information about the organization. 3) The two-way asymmetric model uses two-way communication to research publics and persuade them to align with the organization's interests. 4) The two-way symmetric model promotes mutual understanding between an organization and its stakeholders through two-way communication and negotiation.

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Theories of PR - 4 model of PR 20092609 Lee Min-Ji
4 model of PR by Grunig Grunig has helped to improve the Public Relations profession by a dding new theories including the four models of Public Relations. Press Agentry Model Public Information Model Two Way Asymmetric Model 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 p ress 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 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 communication (imbalanced) Two-way asymmetrical model Uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the organization and its stakeholders Two-way communication Two-way symmetrical model 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 One-way communication Public information model Uses persuasion and manipulation to influence audiences to behave as the organization desires One-way communication Press gentry /publicity Model Characteristics Type of Communication Model Name
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