8.1: Key PR Terms
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Public relations models
Grunig and Hunt developed four models of public relations that describe the field’s various management and organizational practices.1 These models serve as guidelines to create programs, strategies, and tactics. The infographic below outlines four models that range from a top-down, one-way communication model in which the PR professional talks down to audiences in a manner of speaking to a two-way, symmetrical model where the PR professional and their targeted public groups, i.e. their publics, are on more equal footing, communication is relatively open and consistent efforts are made to find mutually beneficial solutions should conflicts arise.
“Four Models of PR” by Michael Shiflet and Jasmine Roberts is licensed under CC BY 2.0
For the visually impaired, text from the graphic above can be found here.
Press agent/publicity model
Communications professionals use persuasion to shape the thoughts and opinions of key audiences. For those following this model, accuracy is not emphasized. Organizations do not seek audience feedback or conduct audience analysis research. It is a one-way form of communication. One example of this publicity model is the propagandist media model employed in totalitarian North Korea. In general, communicators presenting themselves as news anchors and reporters have little to no freedom to report facts. Instead, they report a version of reality pre-approved by the repressive, authoritarian Kim family regime.
Public information model
Moves away from the manipulative tactics used in the press agent/publicity model and presents more accurate information. However, the communication pattern is still one-way. Practitioners do not conduct audience analysis research to guide their strategies and tactics. Some press releases and newsletters are created under this model, but audiences are not necessarily targeted or thoroughly researched beforehand.
Two-way asymmetrical model
A way of communicating with key audiences in which audience research is taken into account, and reciprocal communication occurs but not in a balanced manner. Here, content creators conduct research to better understand audience attitudes and behaviors, which, in turn, inform the message strategy and creation. Persuasive communication is used in this model to benefit the organization more so than audience; therefore, it is considered asymmetrical. The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organization’s profits.
Two-way symmetrical model
Argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader. Here, practitioners are negotiators and use communication to ensure that all involved stakeholders benefit, not just the organization that employs them. The term “symmetrical” is used because the model attempts to create a mutually beneficial situation. The two-way symmetrical model is deemed the most ethical model – one that professionals should aspire to use in their everyday strategies.2
Some experts think of public relations more broadly. For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client advocacy in order to shape the attitudes of members Congress and other leaders in government;3 however, this text focuses on a public relations approach situated in the field of mass communications.
PR/Marketing/Advertising disambiguation
Many confuse public relations with marketing and advertising. Although there are similarities, the most important difference between marketing, public relations, and advertising is the focus. Public relations emphasizes cultivating relationships between an organization (or individual) and key publics for the purpose of managing the client’s image. Marketing emphasizes the promotion of products and services for the purpose of generating and increasing revenues. Advertising is a communication tool used by marketers to influence consumer behavior. The image below outlines additional differences.
“The difference between marketing, public relations, and advertising” by Jasmine Roberts and Michael Shiflet is licensed under CC By 2.0.
For visually impaired readers, here is the text from the Marketing/PR/Advertising comparison graphic.
1. Grunig, J. E. (1984). Managing public relations. Holt, Rinehart and Winston.
2. Simpson, E. (2014). The four models in Grunig’s and Hunt’s PR theories. Linkedin.com. Retrieved from: https://www.linkedin.com/pulse/20140...-s-pr-theories
3. Berg, K. (2009). Finding connections between public relations, lobbying, and advocacy. Public Relations Journal, 3(3), 2-19.