PR Theories

Important PR Theories
- All can lead to effective public relations practices!
- • The Engineering of Consent – Edward Bernays
- • Excellence Theory – Grunig &
- Hunt
- • Dialogical Theory – Kent & Taylor
- • Postmodern Theory – Derina Holtzhausen
Grunig’s Four Models
- -Press Agentry model = Awareness for
- short-term gain
- -Public information model = Two-step flow
- communication of information
- -Two-way asymmetrical model = Persuasion for
- short-term behavior
- -Two-way symmetrical model = Promote
- understanding to build long-term relations. An ideal.
Press Agentry
- Remember
- P.T. Barnum?
- • One-way communication to generate publicity. Often subjective
- and hyperbolic
- • Used today in:
- Sports PR
- Entertainment PR
- Product placement (Integrated Marketing Comm)
Public Information Model
-One-way communication to disseminate information
- • Factual information free of hype
- • Used today in:
- Most government PR
- Some non-profit PR
Two-Way Asymmetrical
- Organization does majority of communicating , but
- opportunities exist for feedback and interactivity from publics
- • Unbalanced two-way communication
- • Used today in:
- For-profit PR and some non-profit PR
Two-Way Symmetrical
-Two-way, balanced communication to promote mutual understanding
- • Does it really exist in practice?
- Grunig himself has written this is an ideal
- Used today in:
- Beats me! Communication by default is asymmetrical

Author

Anonymous

ID

38639

Card Set

PR Theories

Description

EXAM 1

Updated

2010-09-30T04:54:25Z