Published by on January 15, 2020
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Managing Public Relations CL [James E. Grunig] on by James E. Grunig and Todd T. Hunt is a must-have for PR students and professionals. Get this from a library! Managing public relations. [James E Grunig; Todd Hunt]. GRUNIG & HUNT’S FOUR MODELS OF PUBLIC RELATIONS. In the book “Managing Public Relations” from James E. Grunig and Todd. Hunt.

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One example is propagandist techniques created by news media outlets in North Korea. Furthermore, the goal is to disseminate communication based on the two-way symmetrical model presented by Grunig and Hunt The two-way symmetrical rrelations is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies Simpson, William Sledzikassociate professor of journalism and mass communication at Kent State University:. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand.


In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. It is a one-way form of communication. These models serve as guidelines to create programs, strategies, and tactics.

Four models of public relations – Writing for Strategic Communication Industries

Discussion Point Do you think the two-way symmetrical model is plausible? Here, practitioners are negotiators and use communication to ensure that all involved relation benefit, not just the organization that employs them.

Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client advocacy pubkic order to shape the attitudes of Congress Berg, Why do companies need public relations?

Do you think the two-way symmetrical model is plausible? Practitioners do not conduct audience analysis research to guide their strategies and tactics.

Some experts think of public relations more broadly. Skip to content Increase Font Size.

Managing public relations / James E. Grunig, Todd Hunt – Details – Trove

However, the communication pattern is still one-way. William Sledzikassociate professor of journalism and mass communication at Kent State University: However, this book focuses on a public relations approach based particularly on writing for the media. Consider this example from Dr. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information.


For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers? Finally, the two-way symmetrical model argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader.

What is public relations?