CMN 3144 Lecture Notes - Lecture 13: James E. Grunig

• School: University of Ottawa
• Department: Communication
• Course: CMN 3144
• Professor: Isaac Nahon- Serfaty

Document Summary

Lecture 13 - managing the relationships between organizations and society. According to grunig, the evolution of pr can be explained using four models: the press agent/promotional model. Very paternalist view in terms of relationships and society: the public information model. Sometimes some kind of face to face communication to interact the with publicbut in a very limited way. Everything is about the ability of the press agent to persuade the media and then the public. Publics are segmented in order to address different needs and interests. Management principles guide pr programs in order to improve rol. Research and participation mechanisms allow the public to convey their point of view. The organization keeps the decision-making power according to its priorities. According to gruing this is a more efficient and legitimate model. All stakeholders can participate in the communication exchange (dialogue / conversation model ) New challenges should be taken into account: consumer rights, cultural diversity, globalization, climate change, poverty, education, etc