Introduction
There are four models of public
relations which were developed by James Grunig. These methods vary from one
another in their mode of communication and the attention paid to different
parties in the communication channel. They include;
1.
Press
Agentry/Publicity
This model is also called the PT. Barnum
model. It follows only one way of communication whereby the flow of information
is only from the sender to the receiver. There is no special attention given
the feedback from the second party. It is by experts in public relations to
enhance the image of the organization to its stakeholders, employees or
partners.
Organizations hire public relation
experts to build a positive image to the target audiences through arguments and
reasoning. They influence their potential customers through imposing ideas and
creating a positive image of their products. The communication flows only from
the public relation experts to the target audiences.
2.
Public
Information Model
It is concerned with enhancing the
image of the organization through communicating relevant and meaningful
information to its publics. The public relation experts rely on press release,
video release, news release or any other recorded material which is often
directed to the media to be passed to the publics.
This model requires public relation
experts to be good in putting thoughts into meaningful ideas and have a flair
for writing. They can use newsletters, brochures, magazines and testimonials to
pass information to the publics about the organization’s products brand and its
subsidiaries. It involves a way communication whereby no special attention is
given to the feedback from the target audiences.
3.
Two
Way Asymmetrical Model
This model involves a two way
communication between the parties concerned. After the information is passed to
the target audiences an attention is given to the feedback which is received.
Through both parties participate in the communication process, this model is
somewhat unbalanced.
The public relation experts position
the brand and organization in their minds as a whole in order to try to manipulate
the publics to have favorable ideas and behave according to their expectations.
However, the organization does not utilize much of its manpower and resources
to find out the reactions of the stakeholders, partners or any other party
among the target audience.
4.
Two
Way Symmetrical Model
It is an ideal model for enhancing
the organization’s reputation among the target audience. The public relation
experts depend on a two way communication to position their brand among the end
users. The communication flows from both sides and any disagreements arising
are solved through mutual discussions between the organization representatives
and their target audiences. Decisions are arrived at after considering the
feedback which is obtained from the target audiences which may include
stakeholders, partners, employees, or investors.
Conclusion
Public relations aims at ensuring an
understanding between an organization and its publics hence the proper model of
public relations should be chosen regarding the publics targeted. Improper
communication would hinder the smooth running of the organization’s activities.
This would result due to misunderstanding between the organization’s management
team and its customers or other related parties.
Work
Cited
Hunt, J. G. (1984). Managing Public Relations.
Orlando: FL. Harcourt Brace Jovanovich.
Kramer,
J. C. (2008). Basics of Public Relations Mangement. Cambridge: Cambridge
University Press.
Seitel,
F. P. (2007). The Practice of Public Relations. New York: Seitel
Publishers.
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