The four models of Public Relations
20092607 Lee Da-jeong
CONTENT
• Grunig
• The four models of PR
1) Press agentry /publicity model
2) Public Information model 3) One-way asymmetrical model 4) Two-way symmetrical model
• Where Using
Question
Who is Grunig?
What is the four models of PR
James E. Grunig
• Grunig received his Ph.D. from the University of Wisconsin-Madison in 1968 and is Professor Emeritus for the Depart-ment of Communication at the University of Maryland
• He has helped to improve the Public Re-lations profession by adding new theories including the four models of Public Re-lations
Source : Wikipedia/ http://en.wikipedia.org/wiki/James_E._Grunig
Introduce Models
1. Press agentry /publicity model• Purpose : Propaganda• Type of Communication : One-way communica-
tion• Communication Model : Provider Receiver
• Model Characteristics : Uses persuasion and manipu-lation to influence audience to behave as the organiza-tion desires. /Source : Wikipedia
Introduce Models
2. Public Information• Purpose : Spread of Information• Type of Communication : One-way communication• Communication Model : Provider Receiver
• Model Characteristics : Uses press releases and other one-way communication techniques to distribute organizational information. Public relations practitioner is often referred to as the journalist in residence. /Source : Wikipedia
Introduce Models
3. Two-way Asymmetrical• Purpose : Scientific Persuasion• Type of Communication : Two-way communica-
tion• Communication Model : Provider Receiver
• Model Characteristics : Uses persuasion and manipulation to influence audience to behave as the organization de-sires. Does not use research to find out how it public(s) feel about the organization. /Source : Wikipedia
Introduce Models
4. Two-way Symmetrical• Purpose : Mutual Understanding• Type of Communication : Two-way communication• Communication Model : Community Community
• Model Characteristics : Uses communication to negotiate with publics, resolve conflict, and promote mutual under-standing and respect between the organization and its public(s). / Source : Wikipedia
Using
ModelPress
Agentry model
Public In-formation
model
Two-way Asym-
metri-cal model
Two-way Symmet-
ric-al model
Perfor-mance
Sport Theater
Promotion
Governmen-tal Organ / Nonprofit
Organ / Ed-ucation Or-
gan
Competitive Company
Governmen-talcontroled Company
In U.S.A (%) 15% 50% 20% 15%
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