Grunig’s Models of Public Relations

Publicity, the one-way communication model where information is only passed on from

the sender to the receiver. This model employs coaxing and manipulation to draw its audience to

acting as the organization desires, whether in good or bad term basis. The information normally

happens to be half-truths as organizations in this model aim for personal interest. The

communication model has no expectations for the audience’s feedback. Organizations could use

this model to enhance reputation and prominence among their audiences, through manipulation.

They could build a perfect positive image for their proprietary and brand in the minds of their

audiences through debating and reasoning. Public relations experts take part in influencing the

second party by praising the organization’s creative influences, ideas and thoughts. They speak

highly of the organization to convince its target audience on their value. Nonetheless, deception

as brought out in the model could only bring short-term returns for an organization.

The Public Information model, similar to Publicity is a one-way communication tactic. In

this model however, the organization focuses on upholding its image to the relevant audience by

spreading only the useful information. Unlike Publicity, the organization here does not use a self-

centered approach but rather takes to ethical considerations. The public relations depend on

recorded communication to circulate the meaningful information about their brand in the media.

Magazines, newsletters and brochures are used for brand positioning. Organizations could look

up to extremely creative persons with the ability to transform thoughts into epic words for its

target audience. The public relations officer here, is often referred to as the in-house journalist.

As this model focus on accurate and honest information, it goes easier to gain third party

endorsements.
 The two-way asymmetrical model is a both way persuasive communication. This model

advocates for feedback from its audience but even so, the communication is not balanced. Like

the Publicity model, the outcome is usually in the best interest of the organization because of its

ethical reasoning. The feedback loop also brings controversies and a conflict of loyalty with

public relations experts divided in their loyalty to the brand and to the key stakeholders. They are

encouraged though to make persuasive methods and decisions that if directed towards them

would be reasonable. Although this model resembles the Publicity model, the two-way

asymmetrical model provides slight considerations for those not in the organization, not the case

in the Publicity model. In this model of public relations, the organization does not invest so much

resources to find out the reviews of the public and stakeholders.

The Two-way Symmetrical model is regarded as the most ethical practice of public

relations. The model heavily relies on open and truthful communication. It incorporates the

audience’s feedback and seeks to promote understanding and mutual respect between the public,

the organization and the key stakeholders. Two-way Symmetrical model is considered the best

way to build up an organization’s reputation. The Public relations experts count on

communication that goes both ways to position the organization’s brand among its target

audience. Free flow of communication encourages better means of solving conflicts and

arguments. Each party’s feedback is taken into consideration. Unlike the Asymmetrical model,

communication here is designed to be inclusive and societally focused. This reduces the potential

power imbalance that would have resulted between the stakeholders and the organization.

Comprehensive dialogue is this model’s strong point.