The document discusses Grunig and Hunt's four models of public relations: press agentry, public information, one-way asymmetrical, and two-way symmetrical. It provides definitions of each model, discusses their history, factors of influence, critiques, benefits and downsides, and examples of organizations that use each model and when. The presentation seeks to analyze the models and provide practical examples to broaden understanding of when each could be applied by PR practitioners.

1. • TOPIC
– Critique Grunig and Hunt’s four models of Public
Relations, drawing out the circumstances under
which each model may be used by PR
practitioners.
• GROUP 3
– ANTOINETTE GYAN
– VIVIAN ASIBI
– FRED BAIMBILL – JOHNSON

2. • This presentation seeks to broaden our
understanding of PR Models with particular
reference to the four models of Grunig and
Hunt.
• There will be practical examples to aid our
understanding

3. Who are the writers
– James E. Grunig and Todd Hunt were the first to
define four typical ways in which public relations is
practiced.
– They came up with these models in 1984 to guide
Public Relations Practice.
– They were meant to direct, craft, plan and
strategize for PR practice.

4. Definitions
• Public relations
– the “management of communication between an
organisation and its publics” Grunig and Hunt
(1984).
• Models
– conceptual frameworks that describe the
application of a theory to particular cases.

6. What Is it?
• Creating news worthy stories and events to attract
media and to gain public notice.
(Cutlip, Center and broom, 2000).
• This is a one-way communication that beams messages
from a source to a receiver with the express intention
of persuading the recipient to action. (Fraser Seitel,
2003 ).
• It is a one-way communication that uses persuasions
and manipulations to influence audiences to behave in
a way that favours an organisation.

7. HISTORY
• Started in the 19th century and it only worked to
influence behaviour.
• Phineas Taylor Barnum is the father of Press Agentry.
• He combined fantasy and half truths in his circus to
sell his messages.

8. FACTORS OF INFLUENCE.
o PROMOTIONS
o POPULARISATIONS
o CHANGE A BAD REPUTATION

9. CRITIQUE

10. BENEFITS
• Press agents seek to change behaviours to favour
or enhance the personalities and the organisations
they work for. For Promotions
• It helps to repair lost image
• It entertains

11. DOWNSIDES
• This model is a one way communication and the
interest of the public is not considered.
• It does not do surveys or research to ensure
accuracy and credibility - manipulate.
• Press Agents sometimes lie and this is not
ethical.

12. Who uses it & when.
• SPORTS PEOPLE AND CELEBRITIES –
• David Bekham, Michael Essien
• John Mahama – personality campaign for election
• MOVIE AND LIVE SHOWS –
• the premier of Adam’s apple. Samini and Damarco show

13. PUBLIC INFORMATION

14. What is it?
• it is a one-way communication designed not to
necessarily to persuade but rather to inform.
Fraser Seitel (2003)
• This model uses no research to guide their
work.
• It moves away from pseudo events and half-
truths and this is a significant shift to ethical
practice.

15. HISTORY
• According to Grunig and Hunt (1984), the public
information model was developed as a reaction to
attacks on large corporations by muckracking
journalists
• Ivy Lee’s work characterised the public information
model.
• It started in the C20th , when there was a shift towards
truth and accuracy
• Public information agents acted as ‘Journalist in
residence’
• They used press releases and brochures

16. FACTORS OF INFLUENCE
o Time
o Cost of doing research
o Eagerness to promote brand or an idea

17. CRITIQUE

18. BENEFITS
• They thrive on truth and accuracy
• They deal with more ethical practices
• It informs the public about government policies and
activities.

19. DOWNSIDES
• They do not consider feedback from the audience to be
essential in constructing messages.
• It is one-way in direction.
• They do not undertake research.

20. Who uses it & When.
• Government organisations –
• E C Announcement,
• Ghana Highways Authority- after constructing new roads.
• Businesses – Nestle Nutrition line on joy

22. • What is it?
– Uses research to develop messages that are most
likely to persuade publics to behave in a particular
as the organization wants. (Grunig & white 1992)
– ‘Scientific Persuasion’- the goal is for the public to
adjust to the organisations position.
– Research and planning
– Feedback?

23. HISTORY
– Edward Bernays
• Models- women right advocates
• Torches of freedom
• ‘Lucky strike’ cigarettes

24. FACTORS OF INFLUENCE
• Internal Orientation
• Efficiency
• Elitism
• Conservatism
• Central Authority
• Tradition

25. CRITIQUE

26. BENEFITS
• It is very cost effective.
• Ability to predict publics’ behavioral patterns.
• A strategy could be reviewed if any new information is
found.
• Incorporates lots of feedback from target audiences
and publics
• Organization is in control of its information strategy

27. Downsides
• Even though this is a 2 way model it is not mutually
beneficial
• ‘Persuasion’ sounds suspicious and unethical
• Feedback is primarily not to serve the interest of
the publics.
• Focus is to achieve a short term attitudinal change
• Aim of the model is not to reform the
organizational behaviors
• Under this system, organisation assumes an
omniscient role where it believes it knows
everything

28. Who uses it and When
– Social causes- AIDS Campaigns, Health Campaigns
• Eg. Pepsi hoax in 1993….. ‘Pepsi is pleased to announce
…… nothing’
• Zenith Bank annually has a Health walk for its
customers.
– Competitive businesses – Advertising
• Telecoms company (MTN) promotions
• Other promos

29. 2 WAY SYMETRIC MODEL

30. • What is it?
– this model seeks understanding for mutual benefit of
both organisation and publics
– Information is freely exchanged between both parties
– It is largely regarded as the best of the 4 model.
– Evaluative research is used to determine the success
of each campaign

31. ELEMENTS OF THE SYMMETRY MODEL
• HONESTY
• THOROUGH RESEARCH
• OPEN COMMUNICATION
• MUTUAL RESPECT & UNDERSTANDING
• NEGOTIATION AND WILLINGNESS TO ADAPT

32. FACTORS OF INFLUENCE
– INTERDEPENDENCE
– OPEN SYSTEM
– STABLE IMAGE

33. CRITIQUE

34. BENEFITS
• It builds mutual trust btn parties
• End results are negotiated and are often in the
interest of both parties
• Trust often leads to loyalty of the publics to
the organisation

35. Downsides
• It can be very expensive
• Negotiations could delay implementation of
strategy
• End product might not reflect initial plan of
organisation

36. Who uses it and When
• Integrated Institutions : Goldfields and oil
companies often liaise with communities in which
they operate and provide them with needed
amenities in exchange for peaceful co-existence.
• NON PROFIT ORGANIZATIONS: in disbursing and
using available funds, USAID and other
development Agencies engage beneficiary
communities.

37. • THANKS FOR LISTENING
ANNETTE
ASIBI
FRED
©2012
ANY QUESTIONS?