The document discusses the evolution of public relations from traditional to modern practices with the rise of digital technologies and social media. It covers key topics such as: 1) How public relations has shifted from one-way communication models to two-way symmetrical models that emphasize mutual understanding between organizations and their publics. 2) The changing roles of PR from controlled messaging to dealing with uncontrolled online communication. 3) The rise of owned, paid, and earned media and how organizations use these different channels for public relations. Owned media refers to channels an organization fully controls like their website or social media, while earned media involves third party endorsements. 4) Grunig's models of public relations that progressed

1. Assignment 02: Traditional and online publication relations: Context, theory, function and
campaigns.
Public relations has undeniably changed due to the influence of social media. The way
communication is also carried out has largely changed as well. The idea of online public
relations has grown to be more important as a result of the increase in internet usage all over
the world. (Belch GE, 2012) Articulates that the concept of online public relations has
become prominent as new online innovations and information technology have become the
means organisations disseminate public relations information. With this in mind, social media
has not only affected the method people communicate but also the type of communication
that takes place.
Various authors show how the nature of organisational information has changed with the
passage of time. With this in mind, public relations practitioners have to ensure that they send
out an integrated message via the various forms of media, that is paid, owned and earned. On
the contrary, they also have to ensure that they take advantage of earned media through
means like unsponsored reviews and user blogs just to name a few.
A number of scholars claim that earned media is more effective with clients because it
presents an accurate picture of organisational information. On the contrary, when weighed
next to (Grunig, 1992) public relations models, it is undeniable traditionally information was
usually based on one way communication as articulated by the press agentry model and
deemed to be controlled by an organisation as articulated by the public information model.
This has however, changed with two way communication models and an understanding of the
role played by stakeholders on the rise. Hence, society’s understanding has indeed changed
from the two-way asymmetrical model where there was two way communication but favour
towards the organization. To the use of the two-way symmetrical model where there is a
balance between the views of the organisation and of the clients. On the other hand, social
media is pushing towards the two-way asymmetrical model as the interactive nature allows
one sided conversation, in terms of social media, the balance is in the favour of the clients.
To public relations practitioners this poses a challenge, as public relations has shifted from
the traditional practise where planned and coordinated messages took precedence, and they
now have to deal with uncontrolled communication. In the past, relations campaigns models
were often very systematic and linear in their implementation. This essay aims at discussing

2. how the understanding of public relations have changed. This will be discussed fully as the
essay progresses.
Public relations are a strategic communication process that builds mutually beneficial
relationships between organizations and their publics as acknowledged by the (Public
Relations Society of America, p. 1). Public relations have greatly transformed from their
traditional meaning to a more contemporary meaning that suits the current trends. They also
play various roles in an organization these roles include shaping an organization’s message,
building a brand, to be the communications command centre just to name a few. There are
several different kinds of public relations campaigns whilst four main models used are press
agentry model, public information model, two way asymmetrical model and two-way
symmetrical model which will be applied to contemporary public relations during the course
of this essay (DuPlessis). This essay aims at discussing the context, theory, function and
campaign in traditional and online public relations.
(Scott M Cutlip, 1999) defines "Public Relations as the planned effort to influence opinion
through good character and responsible performance, based upon mutually satisfactory two-
way communication”. It is can be defined as an art of communal discipline of analysing
trends, forecasting their effects, counselling organisation leaders, and putting in place
intended programmes of acts which will serve together the organisation and the community
attention. (World Assembly of Public Relations Associations, August 1978 ). (Broom, 2013)
further defines public relations as the management function that establishes and maintains
mutually beneficial relationships between an organization and the public whom on its failure
or success depends on. The writer will make use of the latter definition during the course of
this essay as it highlights the importance of both the organization and client benefiting which
has become a trend lately. For example, corporate social responsibility which is one of the
big public relations strategy benefits the organizations brand image whilst the public benefits
as well.
Public Relations have been in existence for quite some time. Before the advent of social
media, public relations mainly revolved around telling stories, relationship building and crisis
management. According to (Rahman, 2019) the importance of public relations has increased
in the context of an international open market economy and now it has expanded into all
areas of human activity. Nevertheless, public relations have revolved with the passage of time
to meet the current trends and needs of modern society. Some of the current trends being the

3. modernization and globalisation of the world which has resulted in the use of the internet and
a paperless society in most cases. For example where companies would publish press
statements in newspapers, it can now be done promptly to every clients email or on the firm’s
webpage or website. Social media and internet pages have become one of the biggest and best
way for a company to practise its public relations. With social media websites like Facebook,
Twitter and Instagram making it very easy for firms and consumers to communicate directly
or indirectly through the aid of surveys. (Cohn, 2018) Buttresses this view further by
articulating, “That doesn’t mean that the concepts of PR, as they have always been, don’t
apply any longer. They still do and they can still help your brand tremendously”. With this in
mind it is irrefutable that public relations have evolved with the passage of time and
incorporated modern aspects into traditional public relations.
The roles of PR have also changed rapidly from a conventional understanding of interacting
and gaining acceptance of policies and programs within the community to a more marketing-
oriented PR, that functions within a marketing section to develop programs and policies,
ropes marketing objectives and adds value to the integrated marketing communications
program and in incorporates marketing and company packaging functions. (Scott, 2010)
articulates that there has been a serious change publically relations, with the new image
of publicity being associated with the marketing of a corporation or a personal. With this in
mind it's undeniable, that promotional material have changed from the standard understand
to a recent understand that produces use of social media and incorporates marketing as a part
of publicity.
Whilst the definition of public relations varies, the character of public relations is seemingly
similar in this all publicity aim at sending out information so as to solicit a favour or support
for an inspiration, problem and cause. Firstly, public relations initially assesses the public’s
outlook on the organization. Secondly, it executes necessary programs or promotions to
realize general public popularity. Thirdly, it also evaluates public attitudes, identifies policies
that interest’s public and executes the programme of communication as acknowledged by
(Marston, 1963). With this in mind, it's undeniable that every one promotional material have
similar objectives. On the opposite hand, an efficient packaging campaign can create and
build up the image of a private or an organisation or a firm or a nation. At the time of
unfavourable publicity or when the organisation is under crisis an efficient PR can remove
the "misunderstanding" and may create sympathy between the organisation and therefore

4. the public. promotion play various functions in an organisational setup. in keeping
with (Encyclopædia Britannica, 2020) functions mean that the interrelationships of parts
within a system, the adaptive aspect of a phenomenon, or its observable consequences. a
number of the functions of packaging include financial packaging, Consumer or
lifestyle packaging, Crisis packaging, Industry relations and Government relations. The
functions of publicity per organization, individual and promotion team. However, the
rationale why promotional material is so important is because PR practitioners aim at
achieving these functions.
Moreover, owned, paid and earned media is a marketing structure that is used by
organizations in contemporary society so as to push their public relations on various media
platforms. Whilst these three are different, their end goal are seemingly similar, (Scott, 2010)
buttresses the rise of these modern means of marketing by articulating that “traditional
advertising is generally so wide and broad that it has become ineffective” with this in mind, the rise
of contemporary media as a means of creating public relations is undeniable. Certain
elements have argued that the use of media is more of advertising, (Theaker, 2001) explains
that whereas advertising is that the paid use of media space to sell something, PR is that
the try to establish and maintain good relations between a company and its constituents. With
this in mind, promotion campaigns aim at using the assorted media channels to
administer confidence to favourable exposure. consistent with (Larsson, 2009) it's just
about a non-negotiable proven fact that the interests of organizations continuously serve to
produce the media with material. Hence PR practitioners make use of the varied media
platforms to totally exercise promotional material with the final public.
Owned media can simply be defined as digital marketing channels that a company exercises
complete control over. (Stephen, 2012) further defines owned media as posts on social media,
related to a brand, which is generated by the company and posted in the social media channel
the company controls. In the context of public relations, it is the use of an organizations
personal website or pages to promote its products or action. For example a Non-governmental
organisation can use their Facebook page to inform their followers of a donation marathon
taking place. (Corcoran) Buttresses this view further by articulating that “Owned media
creates brand portability. Now you can extend your brand’s presence beyond your web site so
that it exists in many places across the web — specifically through social media sites and
unique communities” With this in mind, it is clear that it is the most cost saving method of

5. creating public relations. The main benefit of this media is that it does not require any kind of
budget or to be more precise any kind of extra budget other than the operating cost.
In the context of public relations, owned media is used to communicate with clients easily as
it is one of the cheapest forms to communicate with clients. (Koekemoer, 2004) highlights
that publicity can achieve many similar communication goals such as increasing awareness or
repositioning. Hence, owned media provides a cheap method of creating public relations. In
the modern world, social media pages are very resourceful in communicating directly with
customers, issuing press statements and clarifying on pressing issues. Owned media gives
clients a way to communicate with a brand through content that is unique. In other words, it
presents an opportunity for businesses to improve relationships with customers and develop
relationships with new prospects. Platforms like Facebook, Instagram and Whatsapp are
known to be very helpful in achieving this. Hence owned media is of importance in building
the public relations of a firm.
Paid media can be defined as marketing efforts that engage a rewarded post this includes
branded content, publicity and display ads on the internet. (Stephen, 2012)further defines
paid media as sponsored posts related to a brand, which are generated and compensated by
the respective company for sponsored adverts and paid searches just to name a few. In the
context of public relations a large company like Nike can make use of pop up ads to inform
their prospective clients of their new products. It is an effective and thorough method of
generating public relations however it comes with an extra charge. On the contrary,
(Corcoran) argues that “Many people are predicting the end of paid media (aka advertising).
However, that prediction may be premature as no other type of media can guarantee the
immediacy and scale that paid media can”. With this in mind, paid media remains one of
controversial forms of media, as its future is marred in uncertainty however, it is quite
popular among large corporates who have the ability to channel money towards building a
better for their company.
In the context of public relations, paid media is often used to push the public relations for
companies and organizations that are often getting started and aim at making their activities
known. For example, a newly formed Non-governmental organization can publish their
organization’s mandate and duties as a way of informing the general public of their
organization. Other organizations also make use of paid media to inform the general public of
the current state of affairs in their company or organization. For example, governments

6. usually use paid media through the use of the press to inform the public of the state of affairs
in their departments. This is done with the intension to gain general public confidence, much
needed for state entities to run properly.
According to (Mattke, 2019) earned media refers to brand-related posts in social media which
are not directly generated by the company but rather by an influencer. Another point of view
highlights earned media as the earned perception of the brand, product or service. (Corcoran)
further defines and explains it as “an old PR term that essentially meant getting your brand
into free media rather than having to pay for it through advertising. However the term has
evolved into the transparent and permanent word-of-mouth that is being created through
social media” In the process of earned media, the customers of the company are considered as
the ‘channels’ and the company owns very little control over the channel as elements like
retweets, reposts are all beyond the company’s control (Florès, 2014). Earned media falls
under public relations that are gained through “word of mouth” or “viral” means like the use
of hash tags by users of a particular brand. Types of earned media include news coverages,
press mentions, interviews, company reviews and influencer shoutouts. For example,
electronics giant Samsung is currently making use of celebrities like Cassper Nyovest as
means to acquire favour in the eyes of their clients (Mathebula, 2019). Having said this,
earned media simply refers to how a firm or company can engage in public relations without
the direct aid of the company. it is undeniable that the concept of earned, paid and earned
media is playing a crucial role in establishing public associations.
In the circumstance of public affairs, earned media refers to public relations built a result of
word of mouth between clients as well as the general public. (Seitel, 2014) Explains earned
media simply as “third party endorsement.” With this in mind, it is a cost-effective method,
which increases the credibility of an organization with the aid of a popular figure or trending
issue. For example, the recent Black Lives Matter movement on social media has made it
possible for organizations, companies and individuals to build their public relations by stating
how they see racism. In this case, public relations as firms and individuals issue their anti-
racism stance have been built effectively.
Grunid and Hunt developed four models of public relations which are quite prominent in our
modern society, The four theories were drawn up mainly using the systems theory and were
mainly based on the authors’ view of public relations. They were of the view that constant
communication was of importance in public relations. In further research, (Grunig, 1992)

7. articulates that for public relations to be effective it has to be “symmetrical, idealistic, critical,
and managerial”, With this in mind a lot of scholars discredit that the model of two-way
symmetrical that emphasized public relations excellence was “over-emphasized” and this has
led to problems in the theory and practice of public relations. To add on, these models have
been cited as not being realistic. Nevertheless, it is undeniable that the models have shaped
and changed public relations all together. The writer of this paper, will define the terms since
the following discussion is based on the nature of these definitions as brought forward by
(Grunig, 1992)
(Grunig, 1992) Performed several number of studies that looked at public relations as a
dependant variable to be explained rather than as an independent variable whose effects were
to be described. He identified four models of public relations that progressed from a primary
method to a more advanced practice. These models are press agentry model or traditional
publicity model, public information model, two way asymmetrical model and two-way
symmetrical model. Each model illustrates the ethical consideration that when considered
collectively it shows the ethical development of public relations.
The press agentry model can be defined as the one way dissemination of information from
organizations to the public as acknowledged by (Grunig, 1992). (Roberts) explains the press
agentry model mainly as a propagandist method that does not require any feedback which is
used mostly by companies and leaders that do not want any opposition, he further explains
(Heath, 2001) highlights that Public relations officers who make use of the press agentry
model look for attention for their organizations in any way possible, they usually disseminate
accurate but usually only favourable information about their organization. With this in mind,
it is clear that press agentry model is used by organizations or individuals that are interested
in pushing the image of their organizations without reviewing what other elements feel. This
model is mostly used by government press in oppressive countries, organizations that sell or
distribute products that raise a lot of question if discussed, just to name a few.
The public information model as a model that is one way however it moves away from the
controlling tactics used in the press agent model and presents more accurate information.
According to (Grunig, 1992) this method has been largely discredited by several scholars due
to its “deceptive” nature. This method serves to inform the general public without the
intention to receive feedback or publicize anyone. Recently, the public information model is
found mostly in government departments, public education and public health. The notion of

8. this model is to give out the information to the public usually through the media by hoping
the public will pay attention to the information. For example, government can make use of
state media to roll out information on a new policy. (Avery, 2013) Argues that countries have
been known to make use of this model effectively as a way to consolidate power and ensure
that they do not raise critical thinking in citizens. On the contrary, she also articulates that
“The open, dialogic nature of social media eliminates many of the barriers in communication
that these governments have experienced in the past hence even in cases where information is
supposed to be one sided people can still respond”. With this in mind it is clear, that the
nature of the public information model has changed with the passage of time.
The two way asymmetrical model presents a scientific approach of communicating with key
audiences (Grunig, 1992). In this model, public relation officers conduct research to better
understand the audience’s attitudes, behaviour and interests, which informs the message
strategy and creation to be used. Still, it is highly persuasive so that the organization benefits
more so than audience. Hence, it is regarded as asymmetrical or imbalanced. It is popular in
fields that are specifically interested in increasing their profits or getting more popularity. For
example it is used in acquiring votes, advertising and consumer marketing. (Heath, 2001)
buttresses this view further by articulating that “With the two-way asymmetrical method,
practitioners use research and dialogue to bring about symbiotic changes in the ideas,
attitudes and behaviours of both their organizations and publics”. With this in mind, the
asymmetrical clears aims at changing the ideas of people through research. According to
(Grunig, 1992) public relations practitioners typically view their role in society in four ways -
the pragmatic, conservative, radical, and idealistic social roles. With this in mind, PR officers
who often see their add terms of a practical role give small notice to the social accountability
or ethics of the clients and also the public. They think that every one clients should receive
representation within the free marketplace of ideas. Hence, they perceive themselves just
like lawyers as their idea is to represent the clientele’s welfare indefinitely.
Usually, promotion officers playing this social role practice promotional material using the
asymmetrically model.
The last model, the symmetrical model is where public relations officers are negotiators and
use communication to ensure that all involved parties involved benefit. (Simpson) Buttresses
this view further by articulating that “The two-way symmetrical model is deemed the most
ethical model, one that professionals should aspire to use in their everyday tactics and
strategies” (Grunig, 1992) highlights that a symmetrical view of public relations highlights

9. that public relations serves the public interest, develops mutual understanding between
organizations and their publics, contributes to informed debate about issues in society, and
facilitates a dialogue between organizations and their publics. Several useful theories are used
to explain how the symmetrical model of works and why it works so well. These theories
include. Co-orientation, systems, Situational and excellence theory. These theories guide
public relations practitioners on why it is the preferred model. On the contrary, according to
(Vircic, 2009) some scholars like Pieczka have objected to the employment of the
symmetrical model as a normative theory of how promotion should be practised also as
descriptive theory of how promotion is practiced. With this in mind, it's clear
that there's room for more models as time passes, However, within
the meantime it's undeniable that the symmetrical model is on of the foremost effective
models of packaging.
The models mentioned above characterize a method where communication should be done in
companies. The two-way asymmetric and symmetric models highlight two different ways in
which public relations practitioners present their information to the general public and vice
versa .In the asymmetric models the public relations practitioners, are only about giving out
information to the public even if it means giving out information not requested. Hence the
organization does not take the general public into cognisance and therefore it is difficult for
them to address their policies to suite the interests of the public. The various models have
been of paramount importance in the implementation of public relations across the globe.
Nevertheless (Grunig, 1992) points out the symmetrical model as the most efficient method.
Public relations practitioners have realized the importance of such communication as they
give an opportunity for the stakeholders and the organizations to share ideas in a mutual way
with the intension to come up with sound solutions. Most organizations have embarked on
the use of interactive features, like the web, to get feedback on their organization and to give
feedback to the general public and other stakeholders. Hence one can say without reasonable
doubt that media and the two-way symmetric models have found their use to public relations
practitioners by enhancing their communication with the general public.
In the current public relations context, the public relation models should adapt so as to meet
society’s new demands. (Scott, 2010) Highlights that the world has adopted new means of
marketing hence new strategies have to be put in place. With this in mind, it is irrefutable that
the public relation models should be adapted to suit the demands of the modern world. For

10. example, the symmetrical model which has often been termed the “excelled approach” should
be considered in areas like social media where public relations are still new to. On the other
hand, (Grunig, 1992) argues that although they have a systematically built a case, many
practitioners and scholars of public relations that some of the methods used in certain cases
are unethical or ineffective for similar projects. With this in mind, it is clear that public
relations officers should adopt each issue independently rather than categorize them as there
are “mixed motives” inbuilt in the public relations process, Hence public relations officers
will most likely use a combination of these models.
Planning a successful public relations campaign can be really difficult especially in cases
where the public has made a particular perception about an individual or organisation. For
example, policemen in South Africa have been known to use force in certain scenarios, this
might not be the case at all times, however because the majority has made up their mind
about their roles it is a difficult task to convince them otherwise. (Ronald E. Rice, 1981)
Suggests the guidelines for planning a successful campaign. Firstly, there's need for an
assessment of the requirements, goals and capabilities of target audiences. Secondly,
Systematic campaign planning and production. Thirdly, continuous evaluation .Fourthly,
Complementary roles of mass media and interpersonal communication and lastly, Selection
of appropriate media for target audiences. These are a number of the important steps needed
to plan a good promotional material campaign.
Public relations practitioners can expand their role in organizational decision making by
presenting their ideas effectively to do so clients should understand the research or work to be
carried out as if they do not, they will not hire the public relations practitioner. Hence in the
words of (Bruce E Pinkleton, 2015) ”The campaign proposal, therefore, should be viewed as
a kind of public relations campaign”. With this in mind, the campaign proposal is one of the
fundamental organs. Public relations campaigns can be a quick answer to an emergency or
emerging concern. Despite its function, a normal campaign usually deals with four phases
which are initial research phase, strategy phase, tactics phase and evaluation phase. To
buttress the effectiveness of public relations campaigns, the writer will make use of a famous
example which has gained lasting influence.

11. (Hogg, 2006) Makes use of a prominent campaign strategy dubbed “Diamonds for the
Common Man”. In the early 1900s, the De Beers Company possessed a large quantity of
diamonds yet they had a fairly small market of diamond buyers. The company created a
public relations movement to change the public perception of diamonds from being an
extravagance good into an easily accessible and essential feature of life all over the world.
The public relations campaign started by giving diamonds to prominent people, who in turn
used their publicity to promote the company. This resulted in large reports of stories about
celebrity engagements that emphasized the importance of the size of the diamonds given. The
result of this campaign strategy was the popularization of diamonds as one of the necessary
aspects of a marriage proposal as well as the increase in diamond purchases, the importance
of diamonds has even survived up until now. Hence an effective campaign can have really
good effects to a brand or an individual.
The public relations campaign planning model the writer would use is the symmetrical
model. The symmetrical model is focused primarily in making sure that decisions made by an
organization are reciprocally beneficial between itself and its audiences (Excellence
theory).With this in mind, for a campaign, it would be best to acquire information for the
public, as the ability to identify the problems or issues at hand might help in acquiring favour
from the general public. The writer would choose this model because the availability social
media platforms means that access to two way communication between the public is easier
even with individuals on the other side of the country. (Chaffey, 2020) claims that there are
more than 3.8 billion active social media users. With statistics this high, the symmetrical
model would be the most effective in communicating with the public through the aid of
earned, paid and owned media. Where in most cases public relations practitioners are more
willing to engage in democratic practises.
The symmetrical model is most relates well to the current public relations. The general public
has become more conscious of their power as well as their willingness in making decisions
(Anand, 2000). With this in mind, the public is more informed and more willing to take part
in issues to do with them. The symmetrical model deals with owned, paid and earned media
in various ways. For the owned model, it allows for direct communication with the public
hence making really appropriate. For paid media and earned media, the symmetrical method
poses a lot of problems. (Juneja, 2015) Supports this view further by highlighting that during
symmetrical model free run of information takes place between the organization and its stake

12. holders, employees, investors and vice-a-versa. With this in mind it is undeniable that for
information to flow freely communication should take place without any limitations or
distortions.
In a nutshell, This essay has highlighted the various roles played in an organization these
roles include shaping an organization’s message, building a brand, to be the communications
command centre just to name a few. It has also highlighted the public relations campaign
whilst discussing the four main models discussed are press
agentry model, public information model, two way asymmetrical model and two-way
symmetrical model. These have been discussed fully during the course of this essay.

13. Bibliography
Anand,P.(2000). Decisionsvs.Willingness-to-PayinSocial Choice. EnvironmentalValues ,419-430.
Avery,E.J. (2013). GovernmentPublicRelationsandSocial Media:AnAnalysisof the Perceptions
and Trendsof Social MediaUse at the Local GovernmentLevel . PublicRelationsJournalVol, 5-9.
BelchGE, B. (2012). Advertising and promotion:An intergrated marketing communications
perspective. Boston:McGraw Hill.
Broom,G. M. (2013). Cutlip and Center'sEffectivePublic Relations,11th Edition. San Diego:Pearson.
Bruce E Pinkleton,E.W. (2015). Strategic Public Relations:Planning And Managing Effective
Communication Program. New York:Routledge.
Chaffey,D.(2020). SmartInsights.RetrievedJuly6,2020, from
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-
media-research/
Cohn,M. (2018). CompukolCommunications.RetrievedJuly7,2020, from
https://www.compukol.com/the-new-revolution-of-public-relations-and-your-brand/
Corcoran.(n.d.). Defining earned,owned and paid media. RetrievedJuly29,2020, from
https://go.forrester.com/blogs/09-12-16-defining_earned_owned_and_paid_media/
DuPlessis. TheoraticalGuidelinesFor Social Media Marketing Communication.
EncyclopædiaBritannica.(2020). Encyclopædia Britannica.RetrievedJuly2,2020, from
https://www.britannica.com/topic/functionalism-social-science
Excellence theory.(n.d.). ExcellenceTheory.RetrievedJune 24,2020, from
https://excellencetheory.wordpress.com/2013/09/27/the-two-way-symmetrical-model-of-
communication/
Florès,L.(2014). Measuring earned media.In How to MeasureDigital Marketing. Palgrave
MacmillanUK.
Grunig,J. E. (1992). Excellence in Public Relationsand Communication Management(Routledge
Communication Series) 1stEdition. Routledge.
Heath,R. L. (2001). HandbookOf PublicRelations. London:Sage PublicationsInc.
Hogg, M. a. (2006). Social Identity,Self‐Categorization,and theCommunication of Group Norms.
SRAAP.
Juneja,P.(2015). ManagementStudy Guide. RetrievedJune 6,2020, from
https://www.managementstudyguide.com/public-relations-models.htm
Koekemoer.(2004). Marketing communications:An intergrated Approach. Cape town:Juta.
Larsson,L. (2009). PR and the Media:A CollaborativeRelationship? NordicomReview.

14. Marston, J.E. (1963). The Natureof Public Relations. Mc-Graw Hill.
Mathebula,K.(2019, February21). Bona Magazine.RetrievedJune 6,2020, from
https://www.bona.co.za/cassper-nyovest-announced-as-samsung-ambassador/
Mattke,J. (2019). Paid,OwnedandEarnedMedia:A Qualitative ComparativeAnalysisrevealing
AttributesInfluencingConsumer’sBrandAttitude inSocial Media. Proceedingsof the52nd Hawaii
InternationalConferenceon SystemSciences|2019 (pp.803-804). Universityof Bamberg.
Progressions.(n.d.). PRSSA.RetrievedJune 24,2020, from
http://progressions.prssa.org/index.php/2019/04/27/traditional-public-relations-versus-social-
media/
PublicRelationsSocietyof America.(n.d.). PublicRelationsSociety of America. Retrieved June 24,
2020, fromPRSA:https://www.prsa.org/about/all-about-pr
Rahman,M. A.(2019). PublicRelations,PastPresentAndFuture.In TheDaily Observer(p.4).
Roberts,J.(n.d.). Fourmodelsof publicrelations.RetrievedJune 24,2020, fromStrategic
CommunicationIndustries:https://ohiostate.pressbooks.pub/stratcommwriting/chapter/four-
models-of-public-relations/
RonaldE. Rice,W. J. (1981). Public Communication Campaigns. SAGEPublications.
Scott M Cutlip,A.H.(1999). EffectivePublic Relations8th Edition. Prentice Hall.
Scott,D. (2010). The New RulesOf Marketing And PR. New Jersey:JohnWileyAndSons.
Seitel,F.(2014). The Media of Public Relations:Paid v. Owned v.Earned.RetrievedJuly3,2020, from
https://www.odwyerpr.com/story/public/2076/2014-03-17/media-public-relations-paid-v-owned-v-
earned.html
Simpson,E.(n.d.). TheFourModelsin Grunig’sand Hunt’sPR Theories.RetrievedJune 24,2020,
fromLinkedin:https://www.linkedin.com/pulse/20140611205435-83891954-the-four-models-in-
grunig-s-and-hunt-s-pr-theories
Stephen,A.a.(2012). The effectsof traditional andsocial earnedmediaonsales:A studyof
microlendingplace. Journalof Marketing Research (JMR) ,624-639.
Theaker,A.(2001). The Public Relations Handbook. Routledge.
Vircic, D. (2009). The Global Public RelationsHandbook,Revised And Expanded Edition. New York:
Routledge .
WorldAssemblyof PublicRelationsAssociations.(August1978 ).WorldAssemblyof PublicRelations
Associations.Mexico.

15. .