Professional Documents
Culture Documents
RELATIONS
Persuasion
In early years, using persuasive speech to
spread religion such as Islam and
Christianity. The Greeks and Roman use
public speech to win support for their
policies. Using rhetoric to persuade
others.
Publicity
American Public Relations use publicity
and promotion for commercial reason,
fund raising or building personalities. In
the 1920
1920s, it was more incline toward
promoting products and raising money
for charitable purpose.
Information
Marketing
PR has become more involved in marketing
with the rapid growth in communication
technologies, development of infrastructure,
easier access to international market and a
more consumerconsumer-oriented society.
Greater emphasis on promotion and efforts
to remain distinctive among competitors.
Practitioners help to organize exhibitions and
road shows by issuing information pamphlets
on company at exhibition and road shows.
Management
1.
2.
3.
4.
1. Direction
2. Purpose
DIRECTION
o Indicate whether the model uses one way or
two way communication
o One way - Dissemination of Information
o Two way Exchange of Information
PURPOSE
indicates whether the model uses
Asymmetrical or symmetrical
communication.
Asymmetrical communication emphasizes on
changing the public not the organization.
Symmetrical communication tries to adjust the
relationship between the organization and the
public.
FOUR MODELS OF PR
PRESS AGENTRY MODEL
PUBLIC INFORMATION MODEL
TOW-WAY ASYMMETRICAL MODEL
SYMMETRICAL
ADDITIONAL
MODELS
Characteristic
Press Agentry
Public
Information
Two-way
Asymmetrical
Two-way
Symmetrical
Purpose
Publicity
Dissemination
of Information
Scientific
persuasion
Mutual
Understanding
Nature of
Communication
One-way;
complete truth
not essential
One-way; truth
important
Two-way;
imbalance
effects
Two-way;
balanced
effects
Communication
Model
Source
Receiver
Source
Receiver
Source
Receiver
Feedback
Source
Receiver
Feedback
Where
practiced today
Sports, theatre,
products
promotion
Government,
nonprofit
associations
Competitive
business
industries
Highly
regulated
business
agencies.
In-class exercise