James Grunig developed the four models of public relations: 1) Press agentry/publicity model uses propaganda and one-way communication to influence audiences. 2) Public information model distributes information through press releases. 3) Two-way asymmetrical model uses persuasion and manipulation through two-way communication to influence audiences. 4) Two-way symmetrical model uses two-way communication to promote mutual understanding between organizations and their publics. The models are used by different types of organizations, with the public information model being most common in the U.S. at 50% usage.

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