Talk about PR

2. OUTLINES
1. Building Learning Commitment
2. The context of Public Relation
3. Public Relation and Communication
4. Ethic, Professionalism, and Regulation
5. Public Relation and Management (Group 1)
6. Public Relation and Corporate Social Responsibility (Group 2)
7. Public Relation and Globalization (Group 3)
8. Midterm Test
9. Mass Media and Public Relation (Group 4)
10. Internal Public Relation (Group 5)
11. Digital Public Relation (Group 6)
12. Crisis and Issues Management
13. -16 Future challenges for Public Relation

3. Public Relation and
Communication
NOOR HAYATI

4. Shannon & Weaver’s linear model,
focus on transmission and noise.

5. Shannon & Weaver’s Linear Model (1949)
 A one-way transmission model (sender → message → channel
→ receiver).
 Noise — interference that distorts the message (e.g., bad
signal, unclear wording, audience bias).
 Strength: Useful for technical communication (e.g., telephone,
radio).
 Limitation: Assumes communication is linear, ignores feedback
and meaning-making.
 PR Application: Press releases sent out to media — but no
guarantee of how they’ll be received or interpreted.

6. Osgood–Schramm’s circular model,
stressing feedback and interaction.

7. Osgood–Schramm Model (1954)
 A circular model, showing communication as two-way and
interactive.
 Feedback — both sender and receiver continuously
encode, decode, and interpret messages.
 Strength: Recognizes communication as a process of
meaning-making, not just transmission.
 Limitation: Doesn’t fully address power imbalances or
external influences (like media gatekeepers).
 PR Application: Dialogue between a company and
stakeholders via Q&A forums or customer service.

8. Westley–McLean’s model,
introduce gatekeepers in mass media.

9. Westley–McLean Model (1957)
 Expands on two-way communication by adding
gatekeepers (e.g., journalists, editors).
 Messages are filtered, shaped, or blocked before reaching
wider audiences.
 Strength: Explains the role of media in shaping public
understanding.
 Limitation: Still assumes a relatively passive audience.
 PR Application: PR professionals must pitch stories through
journalists/editors, who decide what gets published.

10. One-step and two-step flow models,
emphasize media influence and opinion leaders

11. One-Step and Two-Step Flow Models
(Katz & Lazarsfeld, 1955)
 One-Step Flow: Media directly influence a passive audience.
 Two-Step Flow: Media messages first reach opinion leaders (influential
individuals), who then interpret and pass them on to others.
 Opinion leaders act as intermediaries, shaping how messages spread.
 Strength: Recognizes the social influence of peers and leaders, not
just media.
 Limitation: Underestimates audience’s active role in interpreting
messages (later models like Uses & Gratifications address this).
 PR Application: Engaging influencers, community leaders, or experts
to amplify campaigns (e.g., doctors endorsing vaccines).

14. 1. Press Agentry / Publicity Model
 One-way communication (organization → public).
 Goal: Gain attention, create buzz, manipulate public
perception.
 Tactics: Stunts, exaggerated claims, spin, sometimes misleading
information.
 Ethics: Truth is optional—focus is on visibility, not accuracy.
 Example: Early show business promoters, like P.T. Barnum hyping
circus acts; today, celebrity PR or viral publicity stunts.

15. 2. Public Information Model
 One-way communication, but more ethical and factual.
 Goal: Disseminate accurate, useful information to the public.
 Tactics: Press releases, newsletters, official statements,
government briefings.
 Ethics: Truth is central, but there’s minimal feedback or
dialogue.
 Example: Public health campaigns, government agencies
providing factual updates (e.g., COVID-19 health advisories).

16. 3. Two-Way Asymmetrical Model
 Two-way, but imbalanced (organization ↔ public, favoring
organization).
 Goal: Persuade publics to accept the organization’s viewpoint,
using feedback mainly to refine persuasion.
 Tactics: Surveys, focus groups, research-based campaigns to
shape audience attitudes.
 Ethics: More manipulative—data is used to benefit the
organization, not necessarily the public.
 Example: A company using market research to design
persuasive ads that increase product sales without considering
broader social impact.

17. 4. Two-Way Symmetrical Model
 Two-way, balanced communication (organization ↔ public).
 Goal: Achieve mutual understanding and build long-term trust.
 Tactics: Dialogue, negotiation, conflict resolution, collaboration
with stakeholders.
 Ethics: Considered the most ethical model—organizations listen
and adapt based on public concerns.
 Example: A company adjusting environmental practices after
dialogue with communities and NGOs