PR Communication Models

PR Communication Models

If you are a public relations major you will want to know the four public relations models. This will not only help you with how to plan and operate your strategic communication plan.

It can also help you identify what other companies and even countries are doing to get their information out. Or even see how they are interacting with the public/ audiences.

There are a total of four models in PR they’re press agentry model, public information model, two-way asymmetrical model, and two-way symmetrical model.

Let’s further explain each model down below. Each definition comes from Four Models of PR” by Michael Shiflet and Jasmine Roberts is licensed under CC BY 2.0.

1. Press agentry

Press agentry is categorized as one-way communication, uses persuasion, half-truths, and manipulation to influence audiences to behave as the organization desires.

Do not use formal research to guide communication tactics. Accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research.

2. Public information

Also categorized as one-way communication. Uses press releases and other one-way communication techniques to distribute organizational information.

The public relations practitioner is referred to as the in-house journalist, does not use formal research to guide communication tactics.

The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information.

3. Two-way asymmetrical model

Is categorized as two-way communication. Referred to as “ scientific persuasion”, uses persuasion to influence audiences to behave as the organization desires. Conducts formal research and incorporates audience feedback in communication tactics.

Content creators do research to better understand the audience’s attitudes and behaviors, which informs the message strategy and creation

4. Two-way symmetrical model

The last model is categorized as two-way communication. Uses communication to navigate with the public. Seeks to resolve conflict and promote mutual beliefs, understanding, and respect between the organization and its key publics.

Conducts formal research and incorporates audience feedback in communication tactics. Open and honest communication is important. The two-way symmetrical model is the most ethical model, that professionals should aspire to use in their everyday tactics and strategies

I hope this blog was informative for you and helped with knowing how PR works. Make sure to check out other posts about PR!