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Theories of  PR -  4  model of PR 20092609  Lee Min-Ji
4 model of PR  by Grunig <ul><li>Grunig has helped to improve the  Public Relations  profession by  a dding new theories i...
Standard of Classification of Grunig <ul><li>1. Direction   </li></ul><ul><li>:  One-way communication   </li></ul><ul><li...
1. Press Agentry Model <ul><li>Object  </li></ul><ul><li>: Report on press and try to attract p ress  attention  </li></ul...
2. Public Information Model <ul><li>Object </li></ul><ul><li>: Distribution and Spread of information </li></ul><ul><li>St...
3. Two Way Asymmetric Model <ul><li>Object </li></ul><ul><li>: Changes in public attitudes (Scientific persuation) </li></...
4. Two Way Symmetric Model <ul><li>Object </li></ul><ul><li>: This is harmonize interests of Public and Group </li></ul><u...
summary Uses persuasion and manipulation to influence audiences to behave as the organization desires. Does not use resear...
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Theories of pr - 4 model

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20092609 Lee Min-Ji

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Theories of pr - 4 model

  1. 1. Theories of PR - 4 model of PR 20092609 Lee Min-Ji
  2. 2. 4 model of PR by Grunig <ul><li>Grunig has helped to improve the Public Relations profession by a dding new theories including the four models of Public Relations. </li></ul><ul><li>Press Agentry Model </li></ul><ul><li>Public Information Model </li></ul><ul><li>Two Way Asymmetric Model </li></ul><ul><li>Two Way Symmetric Model </li></ul>
  3. 3. Standard of Classification of Grunig <ul><li>1. Direction </li></ul><ul><li>: One-way communication </li></ul><ul><li>- Press agentry, </li></ul><ul><li>Public information </li></ul><ul><li>: Two-way communication </li></ul><ul><li>- Two way asymmetric, </li></ul><ul><li>Two way symmetric </li></ul><ul><li>2. Balance </li></ul><ul><li>: Asymmetric communication </li></ul><ul><li>- Press agentry, </li></ul><ul><li>Public information, </li></ul><ul><li>Two way asymmetric </li></ul><ul><li>: Symmetric communication </li></ul><ul><li>- Two way symmetric </li></ul>: Direction & Balance
  4. 4. 1. Press Agentry Model <ul><li>Object </li></ul><ul><li>: Report on press and try to attract p ress attention </li></ul><ul><li>Strategy </li></ul><ul><li>: Persuade by intuitive and individual experience, </li></ul><ul><li>Provision of incomplete information </li></ul><ul><li>(Possible of exaggeration, distortion) </li></ul><ul><li>Representative </li></ul><ul><li>: Phineas T. Barnum -> </li></ul><ul><li>(Attract Public’s attention!) </li></ul>
  5. 5. 2. Public Information Model <ul><li>Object </li></ul><ul><li>: Distribution and Spread of information </li></ul><ul><li>Strategy </li></ul><ul><li>: An informer openly offer objective information </li></ul><ul><li>and persuade in public </li></ul><ul><li>Representative </li></ul><ul><li>: Ivy Lee (Give a information for Public!) </li></ul><ul><li>↘ </li></ul>
  6. 6. 3. Two Way Asymmetric Model <ul><li>Object </li></ul><ul><li>: Changes in public attitudes (Scientific persuation) </li></ul><ul><li>Strategy </li></ul><ul><li>: After get the point of Publics, Provide information </li></ul><ul><li>Representative </li></ul><ul><li>: Edward Bernays (Persuade! Who? Public) </li></ul><ul><li>↘ </li></ul>
  7. 7. 4. Two Way Symmetric Model <ul><li>Object </li></ul><ul><li>: This is harmonize interests of Public and Group </li></ul><ul><li>Strategy </li></ul><ul><li>: Grasp the demand of publics, </li></ul><ul><li>Encourage increased mutual understanding </li></ul><ul><li>Representative </li></ul><ul><li>: Scott Cutlip, Allen Center, </li></ul><ul><li>James E. Grunig (Get across to Publics&Group!) </li></ul>
  8. 8. summary Uses persuasion and manipulation to influence audiences to behave as the organization desires. Does not use research to find out how stakeholders feel about the organization Two-way communication (imbalanced) Two-way asymmetrical model Uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the organization and its stakeholders Two-way communication Two-way symmetrical model Uses press releases and other one-way communication techniques to distribute organizational information. The Public Relations practitioner is often referred to as the in-house journalist One-way communication Public information model Uses persuasion and manipulation to influence audiences to behave as the organization desires One-way communication Press gentry /publicity Model Characteristics Type of Communication Model Name
  9. 9. The End

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