Two Way Asymmetrical Model Example

Chapter seven: Public Relations Manufacture

39 Four models of public relations

Grunig and Hunt (1984) developed four models of public relations that depict the field's various management and organizational practices. These models serve every bit guidelines to create programs, strategies, and tactics.

"Four Models of PR" by Michael Shiflet and Jasmine Roberts is licensed nether CC By 2.0

In the press amanuensis/publicity model, communications professionals employ persuasion to shape the thoughts and opinions of primal audiences. In this model, accuracy is not important and organizations exercise not seek audience feedback or conduct audience assay enquiry. It is a ane-way form of communication. One example is propagandist techniques created by news media outlets in North Korea.

The public data model moves away from the manipulative tactics used in the press agent model and presents more than accurate information. Yet, the communication pattern is still i-way. Practitioners exercise not carry audience analysis inquiry to guide their strategies and tactics. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand.

The two-way asymmetrical model presents a more "scientifically persuasive" way of communicating with key audiences. Hither, content creators comport research to ameliorate understand the audience's attitudes and behaviors, which in turn informs the message strategy and creation. However, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. The model is peculiarly popular in advertising and consumer marketing, fields that are specifically interested in increasing an arrangement'due south profits.

Finally, the two-style symmetrical model argues that the public relations practitioner should serve as a liaison betwixt the organization and key publics, rather than every bit a persuader. Here, practitioners are negotiators and utilize communication to ensure that all involved parties benefit, not merely the organization that employs them. The term "symmetrical" is used because the model attempts to create a mutually beneficial state of affairs. The ii-style symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies (Simpson, 2014).

Some experts call back of public relations more broadly. For instance, they may argue that political lobbying is a form of public relations considering lobbyists appoint in communication activities and client advancement in order to shape the attitudes of Congress (Berg, 2009). Withal, this book focuses on a public relations approach based especially on writing for the media. Furthermore, the goal is to disseminate advice based on the two-style symmetrical model presented past Grunig and Hunt (1984).

Discussion Point

Do you think the two-manner symmetrical model is plausible? Consider this example from Dr. William Sledzik, associate professor of journalism and mass communication at Kent State Academy:

"Can we realistically serve multiple stakeholders whose needs conflict? For example, tin nosotros stand for the interests of loyal employee groups while our shareholders demand layoffs in favor of low-price offshore suppliers?"