Four Models of Public Relations

The four models of PR was created by James E. Grunin, who identified four ways that professionals in the public relations area could use in order to give information to the public.

The first was is the Press Agentry/Publicity, it is a one-way type of communication where the main purpose is "to manipulate public opinion and behavior" (Media Now, 300), which means that the PR team will only give a certain information in order for the public to react in the way that they want to.

The second way is Public Information/Journalism, which is also an one-way type of communication; this way of communication has the characteristic of being the information that is spread out through different media channels with the responsibility of being general information that the public should know.

The third model is Two-Way Asymmetric; as the name already tells us, this is a two-way type of communication. The purpose of this model is to make the public's mind and know how they will react to the information that was given to them.

Finally, the last model is the Two-Way Symmetric, which is also a two-way communication type. This model seeks a win-win situation, where the PR team will research the target audience and send the information that is beneficial/important for them; this model also evaluate "how the public and the company see their relationship" (Media Now, 306), which is usually beneficial for both.