STRC 2111 Chapter Notes - Chapter ?: James E. Grunig, Hyperbole, Press Release
2 May 2018
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• James Grunig’s Four Models of Public Relations
◦ Publicity
▪ “All publicity is good publicity"
▪ Purpose: Propaganda
▪ One way communication: Org —> Audience
▪ Hyperbole, lies, stunts
▪ Audience: Everyone (potentially)
▪ Most negative stereotypes of PR
◦ Public Information Model
▪ In-house journalist
▪ *1926: New York Times, 174 stories were straight from PR people
▪ *Today: 23% of news stories from PR
▪ Purpose: Distribute positive information
▪ One-way communication: Org —> Audience
▪ Press release
▪ Today: Public Campaigns (ex: health, safety)
▪ Audience: Assume a general audience
▪ Professionalization of the field
◦ Two-way Asymmetrical Model
▪ Socio-Psychological Tradition
▪ Purpose: Scientific persuasion to manipulate
▪ Two-way communication
▪ Gather information and measure impact
▪ Ex: Surveys, focus groups
▪ Audience: Targeted
▪ Knows the stakeholders, ignores the stakeholders
◦ Two-way Symmetrical Model
▪ Ideal and most ethical model
▪ Negotiate with stakeholders to resolve conflicts and promote mutual
understanding/respect
▪ Purpose: Collaborative advocacy
▪ Balancing the interests of the stakeholders and the organization
▪ Audience: Internal and external publics
▪ That create the greatest threats and opportunities
▪ Goal: Create stable, predictable relationships through symmetrical
communication
◦ Social Changes = New Theories
◦ Management Models —> Assume Control/Stability —> Organizational Culture
• Waddington: Grunig’s Models in Digital Age
◦ Central Control (Grunig) v. Contemporary Networks
▪ Networks quickly spread messages, so organizations can quickly lose control
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