Existing public relations models

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Public relations is a joint action of knowledge and instinct that can follow four models developed in 1984 by Grunig and Hunt: publicity, public information and two-way strategies - asymmetric and symmetric. What are they and how are they used in PR practice?

And the model - publicity

In other words, "no matter what they say about you, just as long as they say so." This slightly outdated model assumes that every event (negative or positive) is good for brand recognition. Drunkards following this strategy provide the media with image-friendly information on the principal, not necessarily true. However, professionals recall that "publicity" is still practiced by agencies associated with artists, athletes and celebrities.

II model - public information

The main assumption of the model is to provide true information about the company and to make the society aware. Press releases should be 100% reliable and signed - so that recipients can see the openness and transparency of the brand policy. Such promotions are used by foundations, government bodies, cultural facilities and community campaigns.

Model III - bi-directional asymmetrical

It is now the most widely used model, perfect for promoting commercial enterprises. In this strategy, manipulation is limited to a minimum, and the activities of PR specialists are preceded by marketing research on the needs of recipients. Acting according to this model, it is necessary to emphasize mainly those brand features that will meet the expectations of the public and will appeal to customers.

IV model - bi-directional symmetrical

The model assumes mediation between the brand and the recipient through the transfer of information. In this strategy, both sides win - the company reaches the customer without aggressive promotion and manipulation of facts, and the customer gains reliable knowledge about the brand. Unfortunately, the fight for customers with other companies forces us to take less subtle actions, so this model works well mainly.... in the absence of competition.