1. The four models of
Public Relations
20092607 Lee Da-jeong

2. CONTENT
• Grunig
• The four models of PR
1) Press agentry /publicity model
2) Public Information model
3) One-way asymmetrical model
4) Two-way symmetrical model
• Where Using

3. Question
Who is Grunig?
What is the four models of PR

4. James E. Grunig
• Grunig received his Ph.D. from the
University of Wisconsin-Madison in 1968 and is
Professor Emeritus for the Department of
Communication at the University of Maryland
• He has helped to improve the Public Relations
profession by adding new theories including the
four models of Public Relations
Source : Wikipedia/ http://en.wikipedia.org/wiki/James_E._Grunig

5. Introduce Models
1. Press agentry /publicity model
• Purpose : Propaganda
• Type of Communication : One-way communication
• Communication Model : Provider Receiver
• Model Characteristics : Uses persuasion and manipulation to
influence audience to behave as the organization desires.
/Source : Wikipedia

6. Introduce Models
2. Public Information
• Purpose : Spread of Information
• Type of Communication : One-way communication
• Communication Model : Provider Receiver
• Model Characteristics : Uses press releases and other one-
way communication techniques to distribute organizational
information. Public relations practitioner is often referred to as
the journalist in residence. /Source : Wikipedia

7. Introduce Models
3. Two-way Asymmetrical
• Purpose : Scientific Persuasion
• Type of Communication : Two-way communication
• Communication Model : Provider Receiver
• Model Characteristics : Uses persuasion and manipulation to
influence audience to behave as the organization desires. Does
not use research to find out how it public(s) feel about the
organization. /Source : Wikipedia

8. Introduce Models
4. Two-way Symmetrical
• Purpose : Mutual Understanding
• Type of Communication : Two-way communication
• Communication Model :
Community Community
• Model Characteristics : Uses communication to negotiate with
publics, resolve conflict, and promote mutual understanding
and respect between the organization and its public(s). /
Source : Wikipedia

9. Using
Press Public Two-way Two-way
Model Agentry Information Asymmetri- Symmetric-
model model cal model al model
Governmental
Organ /
Sport Governmental
Nonprofit Competitive
Performance Theater controled
Organ / Company
Promotion Company
Education
Organ
In U.S.A (%) 15% 50% 20% 15%

10. THANK YOU