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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