Four Models of Public Relations

Definition

The four models of public relations are theoretical frameworks that describe the different ways organizations can communicate and engage with their stakeholders. These models include the press agentry model, public information model, two-way asymmetrical model, and two-way symmetrical model. Each model offers distinct approaches to communication strategies, ranging from one-way communication that seeks to persuade, to more collaborative efforts that prioritize mutual understanding and transparency between the organization and its audiences.

5 Must Know Facts For Your Next Test

1. The press agentry model is often used for publicity stunts and aims primarily to gain attention without concern for accuracy or completeness.
2. The public information model is characterized by the dissemination of accurate information without necessarily encouraging feedback from the audience.
3. The two-way asymmetrical model focuses on using research to influence public opinion while maintaining a one-sided communication approach.
4. The two-way symmetrical model fosters a more balanced relationship where both the organization and its stakeholders can influence each other, promoting transparency.
5. Transparency in organizational communication is most closely aligned with the two-way symmetrical model, as it values openness and honest dialogue with stakeholders.

Review Questions

• Compare and contrast the two-way asymmetrical model and the two-way symmetrical model of public relations.
  • The two-way asymmetrical model focuses on influencing public opinion through research but does not promote genuine dialogue or feedback from stakeholders. In contrast, the two-way symmetrical model values mutual understanding and actively encourages dialogue between the organization and its audience. While both models involve two-way communication, the key difference lies in the emphasis on influence versus collaboration and transparency.
• Discuss how transparency plays a role in the effectiveness of the two-way symmetrical model of public relations.
  • Transparency is fundamental to the effectiveness of the two-way symmetrical model as it fosters trust and credibility between an organization and its stakeholders. By encouraging open communication and honest dialogue, organizations can build stronger relationships, enhance their reputation, and address stakeholder concerns proactively. This mutual understanding not only aids in conflict resolution but also contributes to long-term success by aligning organizational goals with stakeholder expectations.
• Evaluate how the four models of public relations can be applied differently based on an organization's communication goals.
  • Organizations may choose to apply different models based on their specific communication goals and stakeholder needs. For instance, if an organization aims to increase brand awareness quickly, it might lean towards the press agentry model. Alternatively, if it seeks to build lasting relationships with its audience, the two-way symmetrical model would be more appropriate. Evaluating these models allows organizations to tailor their strategies effectively, ensuring that their communication is aligned with both their objectives and their commitment to transparency and ethical engagement.

Related terms

Press Agentry: A communication model focused on generating publicity and attention for an organization or individual, often through sensationalized or biased messages.

Two-Way Symmetrical Communication: An approach that emphasizes dialogue and feedback between an organization and its stakeholders, promoting mutual understanding and respect.

Stakeholder Engagement: The process of involving individuals or groups who are affected by or can affect an organization's actions in decision-making and communication efforts.