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20092609 Lee Min-Ji
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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