The Four Models of Public Relations - Coursework Example

Public Relations Essay Name Institution The Four Models of Public Relations The focus of this essay mainly revolves around Jim Grunig’s and Todd Hunt’s public relations models. It is one of the most popular theories in the public relations discipline. This essay will give an overview and outline the key elements of each of the four models then give their significance to the public relations discipline (Chia, & Synnott, 2009). These models include the public information, two-way asymmetrical, the press agentry and the two way symmetrical models. The four models show how the public relations discipline has evolved over time. The two-way symmetrical model is at the top of this evolutionary pyramid (Chia, & Synnott, 2009). Traditional media, social media and stakeholder engagement are fields that are involved in the discussion of this essay. It is therefore important that their meanings in this context are well understood first. Traditional media, or traditional mass media, means the old ways people used to pass information and it exists in the form of sales promotion, advertising, direct marketing and public relations. Social media refers to the various platforms where people get to interact and share different views and opinions. Finally, Stakeholder engagement refers to the idea where organizations puts into consideration the welfare of the public and involves them in its decision making process. It does not necessarily limit it to the public but any other party that might have a stake in the organization (Hazlett, 2013). Model #1: The Press Agentry Model It is also called the P.T Barnum model or publicity model. This model dates back to the 19th century and is based solely on behavior manipulation. Press agents or flacks would create news by giving half-truths and weaving fantasy in order to influence public opinion. The information given is usually not based on research because what matters is to get their clients to make the headlines and the truth is not a priority (Chia, & Synnott, 2009). The press agentry model has two main characteristics or elements. It is a one-way communication and it uses manipulation and persuasion to influence public to behave as the organization wants it to. It has a one way communication structure because there is no feedback from the recipient of the information, the public. This model plays a significant role in public relations in that by having the ability to modify the public’s way of thinking, the organization can create for itself the image it wants (Chia, & Synnott, 2009). Traditional media best applies to this model. Many organizations use advertisements and direct marketing in order to create a particular image towards the public. The organization can make itself appear efficient and its products more superior to those of its competitors. By playing this card, organizations are able to maintain a competitive edge as they scramble to control a larger market share. A relevant example of this model is seen in the clothing brand, American Apparel. It uses controversial images that can be termed as seductive in order to lure their clientele. The organization operates on the premise that “sex sells”. Half-naked models appear in their advertisements and billboards. The main focus is not to understand whether the attention shifts from the clothes they are aiming to sell to the bodies of their models but to get the attention of their audience and create a name for themselves in media (Chia, & Synnott, 2009). This model does not really put any considerations of how they disseminate information or the level of truth that it has. The main objective is to get the desired results. Teleology is an ethical consideration that can best explain this because it operates on the premise that the end justifies the means. The public relations practitioner predetermines the kind of reaction he or she would want from the public and fabricates information that will create this outcome (Pedersen, 2005). Model #2: The Public Information Model This model was developed in the beginning of the 20th century. Unlike the press agentry model, it moves away from information fabrications and half-truths but still, the public relations practitioner does not use formal research in his work. However, this shows some considerations in moving towards more ethical practices. This model also has two main elements. It is a one way communication and the information is distributed using various techniques which include static web content, brochures and press releases. The Public Relations person in this context is also known as the “journalist in residence” (Chia, & Synnott, 2009). This model also uses traditional media in distributing their information for instance by using advertisements. The practitioners in this model mainly aim at “getting the word out” to their audiences and can also use brochures. A relevant example of this model is the Infect Truth campaign of 2001. The main purpose of this campaign was to inform teenagers of the chemical contents added to cigarettes and how these chemicals can affect their lives. An advertisement was aired, which included a phone call to a tobacco company, Lorillard. The person making the call pretended to be a dog-walker and wanted to sell the company his dog’s urine. This phone call proved that the tobacco company uses the chemical content urea in making its products (Laskin, 2012). Aristotle’s Golden Mean is the relevant ethical consideration that can best describe this model. It bases its approach on utilitarianism, focusing on what is best for the majority. For example, in the Truth campaign, the welfare of the teenagers is put before the tobacco companies which might suffer from having a bad image in both the long run and the short run (Gregory, 2000). Model #3: Two Way Asymmetrical Model This model bases the information it distributes to the public on concrete research. The practitioners under this model work to understand their audience’s thinking then use this to help create the advertisement messages. It is also referred to as scientific persuasion. This model is laced with several characteristics, one of which is that its communication is two-way hence it incorporates feedback from its audience. Organizations usually use this model in order to change the public’s way of thinking instead of changing the organization itself. Social media can be used in this model while disseminating information to the public because the respondent can use the very same platform to give immediate feedback. A relevant example of this model may be well described by a situation where an organization would like to introduce a new product into the market or develop an existing product and there is fear that the public might not receive it well. The organization is not sure of what the reception will be and it makes it difficult to make projections. A public relations practitioner in this case will conduct a research on the public and find ways on how to influence it to accept the product. This model is mostly used by organizations managed by the government (Chia, & Synnott, 2009). Like the press agentry model, this model works towards a pre-determined outcome. Hence, it is based on teleology as the ethical consideration in its operations. An organization can project the amount of sales and profits it wants to make during a particular time frame first then modify the public’s way of thinking in order to achieve the set objectives (Raaz, & Wehmeier, 2011). MODEL #4: THE TWO WAY SYMMETRICAL MODEL This model introduces the art of negotiation and mediation. The public relations practitioner gathers information concerning the organization and the public and mediates on ways that best adapts to the two parties. It is a kind of a utopian model where the public relations professional mediates on both parties but is only paid by one. The basic characteristics of this model are that it is a two-way communication model and it promotes negotiation between the two parties. The organization in question should be willing to make the required adjustments. Given that the decisions made by the organization in this context affects the public, stakeholder engagement best applies to this model. The social media also comes into play in this model while trying to gather information concerning the target public. This model is mostly used by government agencies and non-profit organizations. Using an Italian television channel, Sportitalia, we can have a demonstration of this model. The presenters aim to interact with their viewers and let them play a key role in the programming. They also use the social media to reach out to their audience. The journalists that present the programs run Twitter and Facebook accounts and they get instant feedback concerning their shows. They also do have a direct line through which they can be reached. Deontological ethics is the relevant consideration in this model. This is because the Public Relations practitioner is duty bound to disseminate truthful information to the public and act upon the feedback he or she receives (Wood, 2010). In conclusion, this essay has shown how these models have evolved over time while shifting towards more accuracy and truth and progressively incorporating higher levels of ethics. The Two-way Symmetrical model has proven to be the best out of the four considering that it is geared towards the truth and incorporates the highest level of ethics. However, each of these models can be related to different organizations and entertainment scenes and are best applied as the situation deems fit. References Chia, J., & Synnott, G. (2009). An Introduction to Public Relations: From theory to practice. Melbourne: Oxford University Press. Gregory, A. (2000). Systems theories and public relations practice. Journal of Communication Management, 4(3), 266 – 277. Hazlett, K. (2013). Social Media and Public Relations: Eight New Practices for the PR Professional. Journal of Consumer Marketing, 30(1), 88. Laskin, A.V. (2012). Public relations scales: advancing the excellence theory. Journal of communication management, 16(4), 355 – 370. Pedersen, W. (2005). Public Relations. Vital Speeches of the Day, 71(22), 683. Raaz, O., & Wehmeier, S. (2011). Histories of public relations. Journal of Communication Management, 15(3), 256 – 275. Wood, J.F. (2010). Etang, Jacquie. Public Relations: Concepts, Practice, and Critique. Communication Research Trends, 29(3), 34. Read More