Advancements in the Study and Characterization of Public Relations Models

Public relations, as a field, has undergone significant development and refinement over the years. Scholars and practitioners alike have contributed to the study and characterization of public relations models, which serve as frameworks for understanding and implementing effective communication strategies. In this article, we will explore the scholars who have advanced the study of public relations models and the key models that have emerged from their research.

James Grunig and Todd Hunt: Pioneers in Public Relations Models

One of the most influential contributions to the field of public relations models came from James Grunig and Todd Hunt in 1984. Their groundbreaking work presented four distinct models that describe the various management and organizational practices in public relations. These models have provided valuable guidance for practitioners in developing communication programs, strategies, and tactics. Let’s delve into each of these models:

The Press Agent/Publicity Model

The press agent/publicity model, as proposed by Grunig and Hunt, involves the use of persuasion to shape the thoughts and opinions of key audiences. In this model, accuracy and audience feedback are not prioritized, and there is a lack of audience analysis research. The communication is primarily one-way, and organizations aim to influence public opinion through manipulative tactics. For example, news media outlets in North Korea employ propagandist techniques to shape public perception.

The Public Information Model

The public information model represents a shift away from manipulative tactics seen in the press agent/publicity model. It emphasizes presenting more accurate information to the public. However, this model still maintains one-way communication without conducting audience analysis research. Practitioners using the public information model may create press releases and newsletters without necessarily targeting or researching the audiences beforehand.

The Two-Way Asymmetrical Model

The two-way asymmetrical model introduces a more “scientifically persuasive” approach to communication with key audiences. Content creators in this model conduct research to better understand the attitudes and behaviors of the audience, which informs message strategy and creation. However, the communication is still imbalanced, benefiting the organization more than the audience. This model finds popularity in advertising and consumer marketing, where the primary objective is to increase an organization’s profits.

The Two-Way Symmetrical Model

Considered the most ethical and ideal model by Grunig and Hunt, the two-way symmetrical model emphasizes the role of the public relations practitioner as a liaison between the organization and key publics. In this model, practitioners act as negotiators, using communication to ensure that all parties involved benefit, rather than being solely focused on persuading the audience. The term “symmetrical” signifies the attempt to create a mutually beneficial situation for all stakeholders.

Contributions by Michael Shiflet and Jasmine Roberts

In addition to the pioneering work of Grunig and Hunt, other scholars have also made significant contributions to the understanding of public relations models. Michael Shiflet and Jasmine Roberts have contributed to the field through their work on the four models of public relations. Their research has provided further insights into the nuances and practical applications of these models, enriching the understanding of public relations practices.

Conclusion

The study and characterization of public relations models have evolved over time, thanks to the pioneering work of scholars like James Grunig, Todd Hunt, Michael Shiflet, and Jasmine Roberts. These models, including the press agent/publicity model, the public information model, the two-way asymmetrical model, and the two-way symmetrical model, have provided practitioners with frameworks to guide their communication strategies and tactics. By understanding and applying these models, public relations professionals can enhance their effectiveness and strive for ethical and mutually beneficial communication outcomes.

Sources:

• Ohio State University. (n.d.). Four models of public relations. Retrieved from https://ohiostate.pressbooks.pub/stratcommwriting/chapter/four-models-of-public-relations/
• Simpson, E. (2014, June 11). The Four Models in Grunig’s and Hunt’s PR Theories. Retrieved from https://www.linkedin.com/pulse/20140611205435-83891954-the-four-models-in-grunig-s-and-hunt-s-pr-theories
• BCcampus. (n.d.). Chapter 3: Theories and Models of PR. Retrieved from https://pressbooks.bccampus.ca/publicrelations/chapter/chapter-3/

FAQs

Who were the scholars who advanced the study and characterization of public relations models?

Answer: James Grunig and Todd Hunt were the pioneers in advancing the study and characterization of public relations models.

What were the four models of public relations developed by Grunig and Hunt?

Answer: The four models of public relations developed by Grunig and Hunt are the press agent/publicity model, the public information model, the two-way asymmetrical model, and the two-way symmetrical model.

What is the press agent/publicity model in public relations?

Answer: The press agent/publicity model involves using persuasion to shape the thoughts and opinions of key audiences without seeking audience feedback or conducting audience analysis research.

What is the public information model in public relations?

Answer: The public information model moves away from manipulative tactics and presents more accurate information but still maintains one-way communication without audience analysis research.

What is the two-way asymmetrical model in public relations?

Answer: The two-way asymmetrical model focuses on scientifically persuasive communication, where content creators conduct research to understand the audience’s attitudes and behaviors. However, the communication is still imbalanced and benefits the organization more than the audience.

What is the two-way symmetrical model in public relations?

Answer: The two-way symmetrical model emphasizes the role of the public relations practitioner as a liaison between the organization and key publics, aiming for mutually beneficial communication and negotiation.

Apart from Grunig and Hunt, which scholars have contributed to the understanding of public relations models?

Answer: Scholars Michael Shiflet and Jasmine Roberts have also made significant contributions to the understanding of public relations models through their work on the four models of PR.

Why is the study of public relations models important?

Answer: The study of public relations models is important as it provides practitioners with frameworks and guidelines for developing effective communication strategies and tactics, ensuring ethical and mutually beneficial outcomes in their interactions with key audiences.