Models of Public Relations

2. Introduction
• 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 it public(s) feel about the organization.

3. What it is?
• Uses Research to develop messages that are too
likely to persuade publics to behave in a particular
as the organization wants. (Gruning and White
1992)
• ‘’Scientific Persuasion’’ the goal is for the public to
adjust to the organization positions.
• Research and planning
• Feedback?

4. Factors of Influence
•Internal Orientation
•Efficiency
•Elitism
•Conservatism
•Central Authority
•Trading

5. Benefits
• It is very cost effective
• Ability to predict public(s) behavioural patterns.
• A strategy could be reviewed if any new information is
found.
• Incorporates lots of feedback from target audiences
and publics.
• Organization is in control of its information strategy.

6. Downsides
• Even though it is a two way model it is not mutually
beneficial.
• ‘Persuasion’ sounds suspicious and unethical.
• Feedback is primarily not the serve the interests of publics.
• Focus is to achieve a short term ‘attitudinal change’ .
• Aim of the model is not to reform the organizational
behaviours.
• Under this system, organization assumes an omniscient role
where it believes it knows everything.

8. Introduction
• 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
publics

9. What it is?
•This model seeks understanding for mutual
benefit of both organization and publics.
•Information is freely exchanged between both
parties.
•It is largely regarded as the best of the four
model.
•Evaluative research is used to determine the
success of each campaign.

10. Elements
•Honesty
•Through Research
•Open Communication
•Mutual respect and understanding
•Negotiation and willingness to adapt

11. Factors of Influence
•Interdependence
•Open system
•Stable Image

12. Benefits
• It builds mutual interests between parties.
• End results are negotiated and are often in the interest
of both parties.
• Trust often leads to loyalty of the publics to the
organization.

13. Downsides
• It can be very expensive.
• Negotiations could delay implementations of strategy.
• End product might not reflect initial plan of
organization.