PR (Public
Relations) Models
Press agentry
Public information
Two-way asymmetric
Two-way symmetric (Grunig & Hunt)
Models of Public Relations Practice
Press Agentry - Publicity Purpose - propaganda Nature of communication
- one-way, complete truth not essential Communication model
Source
PR Receiver
Models of Public Relations Practice
Two-way Asymmetric Purpose - ‘scientific’ persuasion Nature
of communication - two-way, imbalanced effects Communication
model Source Receiver limited feedback
Models of Public Relations Practice
Two-way Symmetric Purpose - mutual understanding Nature of
communication - two-way, balanced effects Communication model
Source Receiver
Models of Public Relations Practice
Contingency Model Premise - no single management style or
perspective is best for all situations. The best approach
is an integrated one - draws on the strengths of each approach
depending on the situation of the organisation.
Different Types of Practice
Public affairs
Media relations/ publicity
Special events
Lobbying
Issues management
Development
Investor relations
Historical Context
Produce a favourable operating environment through mass media
campaigns
Changes
Movement away from mass media as primary focus for activities
still important element difficulty in quantifying results
examining new media
evaluation/segmentation opportunities sharp increase in controlled
media
Key Concepts
Management function
Relationships
Publics - parts of social environment
Adjustment and Adaptation Model
Integrates
social history of public relations
organisational role of public relations
focus on communication as key variable in management organisation/environment
relationships
Adjustment and Adaptation Model
Organisational Ecology
primary theoretical envelope for public relations
Organisational ecology is the study of relationships between
an organisation and its environment
PR Public relations = applied organisation ecology
need to understand and influence the relationship
Moreton's Adjustment and Adaptation Model
Systems Theory and Organisational Ecology
ecological concepts are derived from systems theory
goal is to model interactions of factors that result in some
outcome
Moreton Island Adjustment and Adaptation Model
A system is defined as:
a set of interacting parts that endures over time by responding
to change pressures from the environment to achieve goals
Tangalooma and Moreton Island Organisations must continually
adjust their relationships with publics to respond to constantly
changing social conditions
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