Public Relations

The four models of PR by Jim Grunig and Todd Hunt

Banani Mandal

The four models of PR created by James Grunig and Todd Hunt describe the field’s various
management and organizational practices. To get their information and messages out to the
public, most public relations professionals use one of four models to this day. The theories
describe four distinct approaches to public relations:

Press Agentry Model:

Popularized by P.T Barnum in the 19th century, Press Agentry Publicity model follows one
way communication where the flow of information is only from the sender to the receiver. This
is often used to improve the reputation of the client among the target audiences and others
associated with it through manipulation and influence them in the form of often scnandals and
half truths. This model is often used by companies and individuals that want to sell their
products or personalities regardless of the truth. It cares very little about its audience or
general ethics. It can be very commonly be seen in celebrities who are trying to keep the
spotlight on them.

A very good example is the Kardashian clan and their tactics to keep the conversation going
about them and to market themselves and ultimately brands born out of their stardom. In
today’s world, even influencers on various social media platforms take to various tricks to
weave an online persona often different from their real selves to land better sponsorship
opportunities and gain more followers.

The public information model:

The public information model moves away from the manipulative tactics used in the press
agent model and presents more accurate information. However, the communication pattern is
still one-way. Practitioners do not conduct audience analysis research to guide their strategies
and tactics. Some press releases and newsletters are created based on this model, when
audiences are not necessarily targeted or researched beforehand. This model represents an
ethical step forward in the development of public relations practice. Public relations
professionals can test the ethics of the public information model using the professional ethic
principle. This principle guides professionals to only take action that would be considered
appropriate by an objective panel of public relations professionals.

An example might be a university saying it is a great place to grow and learn in its brochure or
any company trying to position itself as a good place to work in and have career development.
The 2-way asymmetrical model:

There was a rise in demand for consumer products post World War II which created a need
for practitioners to use research to get inside the heads of consumers and to sell messages.
Public relations experts position their organization and brand among their target audiences
through “scientific persuasion”. So, the aim is to study their audience in order to put out
information that guarantees that they get their desired effects.

In most South Asian countries, beauty based products especially fairness products use this
model of persuasion to appeal to an audience displaying bias on the basis of the colour of
skin and thus placing their faith in brands making promises to give them “healthier” skin.

Two way symmetrical model:

Two way symmetrical model of public relations is considered an ideal way of enhancing an
organization’s reputation among its target audience. PR professionals are required to listen to
the concerns of both clients and key publics and help them adapt to one another in a way that
all parties involves benefit equally. Free flow of information takes place between the
organization and everyone associated with it. A two way communication takes place between
both the parties and feedback plays an important role in the process. The term “symmetrical”
is used because the model attempts to create a mutually beneficial relationship.

Starbucks was among the first large organizations to take social media to an innovative level
by using it to actively conduct research and generate public feedback. In a similar manner,
companies like Zomato and Uber actively keep their social media conversations, especially
on Twitter going in order to engage with their consumers and take their feedback and
implement it in their company to be better suited to their needs.