Friday, 1st of November
Today I read a really interesting slideshare that presents a theoretical model for Public Relation : the Grunig’s Four PR model
Explanations of this model
- Press Agentry model:
– Definition = to create new stories and events to attract media and to gain public notice. One-way communication means that there is a message from a source to a receiver with the express intention of persuading the recipient to action (Fraser Seitel 2003).
– Factor of influence: promotions, popularisations, change a bad reputation.
– Who use it: personalities, sports people, personality campaign for election
- Public information model:
– Definition: Not designed to necessarily persuade but rather to inform (Fraser Seitel, 2003). This model uses no research to guide their work
– Factor of influence: time, cost of doing research, eagerness to promote a brand or a media
– Who use it: government organizations and businesses (ex: Nestlé)
- Two-way symetrical model
– Definition: is using research to develop messages that are most likely to persuade publics to behave in a particular way, as the organization wanrs (Grunig and White, 1992). It’s also called ‘scientific persuasion’
– Factor of influence: efficiency, elitism, conservatism, central authority, tradition
– Who use it : social causes, health campaigns and competitive businesses (Advertising)
- Two- way symetrical model
– Definition: this model seeks understanding for mutual benefit for both organisations and public. Information is freely exchanged between both parties. It is largely regarded as the best of the 4 model. Evaluative research is used to determine the success of each campaign.
– Factor of influence: stable image, open system, interdependence
– Who use it: non profit organizations, integrated institutions