Grunig Pr Model

As public relations constantly and rapidly evolved, it became more apparent that practitioners could no longer treat PR work as simple as “image shaping”. Public relations has concentrates on two-way communication instead of acting recklessly in ins attempt to promote ideas of the organization.

There are two kinds of “two-way communication” in Grunig’s four PR model. One-way asymmetrical model is actually still a one-way communication. PR people use persuasion and manipulation to influence audience to think and behave as the organization or the government wants. Meanwhile, there is a channel built for the audience to send their feedbacks, but public relation people do not use research to find out how it public feel about the organization and what information they want. It is an information asymmetry communication. In this situation, PR practitioners make up a scene that public could get themselves involved in the communication and level of involvement seems to be raised as well. That is because previous research has confirmed that high level of involvement would increase active information seeking and passive information processing among the public.

However, as the quick emerging of the social media and other new media technology, the real two-way communication has been becoming the excellent PR solution. Two-way symmetrical model intend to uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its publics. In the past, publics with traditional media often have been constrained by the information that organizations and the media chose to make available to them, therefore public relations practitioners long have had the illusion that they could control the messages going to their publics and the effect of those messages on publics. In contrast, Mr.Grunig said that publics have always created themselves, they control their sources of information, and they control the way they...