How can you identify the best Public Relations model for your organization?

1 What are PR models?

PR models are theoretical frameworks that describe how PR practitioners interact with their publics, or the groups of people that are relevant to their organization. PR models can help you understand the purpose, process, and outcomes of your PR activities, as well as the ethical and social implications of your PR decisions. PR models can also guide you in choosing the most appropriate and effective PR tactics and tools for your situation.

2 What are the main PR models?

Over the years, many PR models have been proposed and developed by scholars and practitioners. However, James Grunig and Todd Hunt's 1984 book, Managing Public Relations, proposed one of the most influential and widely used classifications of PR models. This classification identified four PR models based on the direction, balance, and nature of the communication between an organization and its publics. The first model is press agentry, which focuses on generating publicity and attention for the organization without regard for truth or feedback from publics. It is one-way and asymmetrical, meaning that only messages are sent out without listening or responding to publics. This model is often used by celebrities or politicians who want to create a favorable image or hype. The second model is public information, which focuses on disseminating factual and accurate information about the organization without seeking to persuade or influence publics. It is also one-way and asymmetrical, meaning only information is provided without engaging or dialoguing with publics. This model is often used by government agencies or educational institutions who want to inform or educate publics. The third model is two-way asymmetrical, which focuses on persuading and influencing publics to accept the organization's views or actions without considering their needs or interests. It is two-way but asymmetrical, meaning communication is used to achieve its own goals without balancing or compromising with publics. This model is often used by businesses or lobbyists who want to sell or promote products or services. The last model is two-way symmetrical, which focuses on building mutual understanding and relationship between the organization and its publics without manipulating or coercing publics. It is two-way and symmetrical, meaning communication is used to foster trust and cooperation without dominating or exploiting publics. This model is often used by organizations that value social responsibility, ethics, or stakeholder engagement.

3 How can you compare PR models?

When comparing PR models, certain criteria should be taken into consideration that reflect the key aspects and implications of each model. These criteria include communication direction (one-way or two-way), balance (asymmetrical or symmetrical), nature (factual, persuasive, or dialogic), purpose (publicity, information, influence, or relationship), and effect (enhancing or damaging reputation, trust, or satisfaction). All of these criteria can help you determine the best PR model for your organization and its publics.

4 How can you choose the best PR model?

When selecting the best PR model for your organization, you need to consider several factors that may influence your PR objectives, strategies, and tactics. These include your organization's mission, vision, and values; culture and structure; environment and context; publics and stakeholders; and resources and capabilities. Analyzing these factors can help you identify the strengths and weaknesses of your current PR approach, as well as the gaps and needs that need to be addressed or fulfilled. Matching these findings with the characteristics and benefits of each PR model can then help you choose the one that best suits your organization's situation and expectations.

5 How can you evaluate and improve your PR model?

To evaluate and improve your PR model, you need to monitor and measure the results and impacts of your PR activities, as well as the feedback and reactions from your publics. You can use various methods and tools to collect and analyze data and information, such as surveys, interviews, focus groups, media analysis, social media analytics, or web analytics. You can then compare your actual performance and outcomes with your desired or expected ones, and identify the areas and aspects that you need to improve or change. You can also seek and incorporate the opinions and suggestions of your publics and stakeholders, and adjust your PR model accordingly. You should also review and update your PR model regularly, as your organization and its environment may evolve or change over time.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?