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Public relations (PR) as a field of study has developed over time. History shows that the field has evolved and transitioned between four different models: (1) press agentry/ publicity, (2) public information, (3) two-way asymmetrical and (4) two-way symmetrical. A distinguishing difference between the models is that the first two models showcase communication being primarily one-way between an organization and its public. In the second two models, the communication is regarded as two-way.

The press agentry/ publicity model of public relations states that communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness (Kelleher, 2017). Hallmarks of this model include propaganda as well as attention getting tactics. P.T. Barnum was an influential figure during this movement. Barnum relished attention and controversy, earning him the title of a “harmless deceiver.” Barnum strove to get people to think, act and talk about what an organization was doing.

The second model of public relations is the public information model. As afore mentioned, within this model, communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information (Kelleher, 2017). Ivy Lee, often referred to as the founder of PR, believed that organizations should always tell the truth; if the truth is damaging, then the organization must fix the problem. The idea of transparency is key to this model, advising organizations to be straight up about what’s going on.

The two-way asymmetrical model of public relations consists of two-way communication that is considered unbalanced (Kelleher, 2017). Within this model, the organization uses research and feedback to persuade publics to change their attitudes or behaviors. A pioneer of the two-way asymmetrical model was Edward Bernays, an individual who believed publics could be persuaded if the message supported their values and interests. To learn about influencing public consent, three tools were developed: market research, social surveys, and public opinion polls. By studying market research, organizations are able to identify trends, and create ways to capitalize on them. Information gathered in social surveys gives organizations the ability to understand what their publics are doing. Finally, with public opinion polls, organizations are able to get a better understanding of how their publics feel. Essentially, this model is based on conducting research to persuade publics using their own beliefs.

The final model of public relations is the two-way symmetrical model where communication is balanced, with the organization as likely to change attitudes or behaviors as it’s publics (Grunig, 1994). Arthur Page was a monumental figure of this model who recognized the need for a mutually beneficial relationship between an organization and their publics. He advised organizations to always act from the publics point of view, even if it seems to conflict with the operating point of view (Kelleher, 2017). Page reiterated that organizations must always consider the impact their actions will have on their publics.

References

Grunig, J. E. (1994). World View, Ethics, and the Two-Way Symmetrical Model of Public Relations. Retrieved from https://link.springer.com/chapter/10.1007/978-3-322-97043-5_4.

Kelleher, T. (2017). Public Relations. New York: Oxford University Press.