Four Models of Public Relations

 
 

Peggy Simcic Brønn 

1  

Communication Models

PR Management

PR Strategy 

20.02.2001 

Norsk Hotellhøyskole

 
 

Peggy Simcic Brønn 

2  

Basic Communications Model 

Source 

Message 

Medium 

Receiver 

Feedback

 
 

Peggy Simcic Brønn 

3  

Communications Fundamentals 

• Communicator
• Message
• Audience
• Networks
• Internal and external
• Formal and informal
• Upward/downward & horizontal

 
 

Peggy Simcic Brønn 

4  

Effective Communications 

• Designed for:
• Situation, time, place and audience
• Specific messages
• Specific audiences
• Specific results

 
 

Peggy Simcic Brønn 

5  

Diffusion Process 

• Awareness - learns about product/service
• Interest - gets more information
• Evaluation - tries it out mentally
• Trials - uses or tries a little
• Adoption - uses it and continues to use it

 
 

Peggy Simcic Brønn 

6  

Objectives 

• Impact
• informational
• attitudinal
• behavioral
• Output
• distribution to uncontrolled media
• distribution to controlled media

 
 

Peggy Simcic Brønn 

7  

7 C’s of Communication 

• Credibility
• Context
• Content
• Clarity

 

• Continuity and      consistency
• Channels
• Capability of   audience

 
 

Peggy Simcic Brønn 

8  

Four Models of Public Relations 

• Press Agent/Publicity Model
• Public-Information Model
• Two-Way Asymmetric Model
• Two-Way Symmetric Model

 

 
 

Peggy Simcic Brønn 

9  

Press Agentry/Publicity Model 

• Purpose:               Propaganda
• Communications: 1-Way, Complete    Truth NOT Important
• Model:                  Source         Receiver
• Research:              Little
• Example:
• Used Today:        Athletic events,     Theatre, Product Promotion
• Percent:                15%

 
 

Peggy Simcic Brønn 

10  

Public Information Model 

• Purpose:               Spread Information
• Communications: 1-Way, Complete     Truth IS Important
• Model:                  Source          Receiver
• Research:             Little
• Example:             
• Used Today:        Governments, Business    and Non-Profits
• Percent:                50%

 
 

Peggy Simcic Brønn 

11  

Two-Way Asymmetric Model 

• Purpose:                Scientific Persuasion
• Communications: 2-Way, Unbalanced Effects
• Model:  Source       Receiver     Feedback
• Research:  Formative; Evaluate Attitudes
• Example:
• Used Today:    Competitive Businesses,     Agencies
• Percent:               20%

 
 

Peggy Simcic Brønn 

12  

Two-Way Symmetric Model 

• Purpose:               Mutual Understanding
• Communications: 2-Way, Balanced Efforts
• Model: Group           Group  Feedback
• Research:             Formative: Evaluate         Understanding
• Example:
• Used Today:        Regulated Businesses, PR       Agencies, Associations
• Percent:              20%

 
 

Peggy Simcic Brønn 

13  

Coorientational Model 

Organization’s

Definition and

Evaluation of Issue 

Agreement 

Accuracy 

Organization’s

Perception of

Public A’s Views 

Congruency 

Congruency 

Public A’s

Definition and

Evaluation of Issue 

Public A’s

Perception of

Organization’s Views 

Understanding 

Issue

 
 

Peggy Simcic Brønn 

14  

PR Roles 

• Communication technician
• Communications manager

    - Expert prescriber 
- Communication facilitator 
- Problem-solving process         facilitator

• Media Relations
• Communications Liaison

 
 

Peggy Simcic Brønn 

15  

Organizational Environments and Roles 

Low Threat 

High Threat 

   Little

   Change 
 

    Much

    Change 

   Communication

Technician 

Problem-Solving

Process

Facilitator 

  Communication

Facilitator 

Expert

Prescriber

Propaganda 

Journalism 

Press Agentry Model 

Public Information Model 

Craft Public Relations (Technicians) 

Asymmetrical 

Symmetrical 

2-Way Asymmetrical Model 

2-Way Symmetrical Model 

Professional Public Relations

 
 

Peggy Simcic Brønn 

17  

How Roles Contribute to PR Department and Organizational Goals 

• Closed Systems Management Approach
• Press Agentry/Publicity
• Public Information Models
• Open Systems Management Approach
• Two-Way Asymmetric
• Two-Way Symmetric Models

 
 

Peggy Simcic Brønn 

18  

Key Concepts in Strategic Process 

• Strategic thinking
• Strategic planning
• Goals
• Objectives
• Strategy

 
 

Peggy Simcic Brønn 

19  

Key Elements of Strategic Processes 

• Environmental Scanning
• Concrete system yielding reports in understood language
• Stakeholder Management
• Concrete method for identifying stakeholders
• Team mapping of assumptions
• Issues Management
• Existence of policy plan with philosophy, goals, tactics to support strategic plan

 
 

Peggy Simcic Brønn 

20  

Strategic Planning in PR 

• Defining the problem
• Planning and programming
• Taking action and communicating
• Evaluating the program

 
 

Peggy Simcic Brønn 

21  

A Public Relations Process: ROPE 

• Research - clients, problem, publics
• Objectives - impact, output
• Programming - theme, action, media, communication
• Evaluation - impact, output

 
 

Peggy Simcic Brønn 

22  

Research 

• Client - organization, products, services

• Problem - why; proactive vs reactive 
  

• Publics/audience - identification, targeting 
  

 
 

Peggy Simcic Brønn 

23  

Publics - Stakeholders 

• Primary - relate to on an active and continuous basis
• Secondary - relate to on a fairly continuous basis
• Tertiary - occasional contact

 
 

Peggy Simcic Brønn 

24  

Major Publics 

• Media
• Employee
• Member
• Community

 
 

• Government
• Investor
• Consumer
• Special

 
 

Peggy Simcic Brønn 

25  

Objectives 

• Impact
• informational
• attitudinal
• behavioral
• Output
• distribution to uncontrolled media
• distribution to controlled media

 
 

Peggy Simcic Brønn 

26  

Programming 

• Statement of theme and/or messages to be communicated
• Action or event around theme or messages
• Plan media use - controlled, uncontrolled
• Effectively communicating program

 
 

Peggy Simcic Brønn 

27  

Effective Communication 

• source credibility
• message: salient information
• message: effective nonverbal clues
• message: effective verbal clues
• channel and feedback: 2-way communication

 
 

• receivers: opinion leaders
• receivers: group influence
• receivers: selective exposure
• feedback: audience participation

 
 

Peggy Simcic Brønn 

28  

Evaluation 

• Monitoring and assessment of:
• impact objectives
• output objectives

 
 

Peggy Simcic Brønn 

29  

4-Step PR Process (Cutlip, et al.) 

• Define PR Opportunites or Problem
• Planning & Programming
• Taking Action & Communicating
• Evaluating the Program

 

 
 

Peggy Simcic Brønn 

30  

1. Defining Opportunities/Problems -- What’s Happening Now? 

• The Problem or Opportunity
• Background
• Causes
• Precedents
• Allies
• Opponents
• Neutrals
• Program goals

 

• Situation Analysis
• Internal Factors

• External Factors 
  

 
 

Peggy Simcic Brønn 

31  

2. Planning & Programming -- What should we do and say, and why? 

• Strategic Analysis
• Objectives
• Alternatives
• Risk-benefits
• Consequences
• Decision
• Tactics

 

• Significant Publics (Stakeholders)
• Public #1
• Public #2
• Public #3
• Public #4

 
 

Peggy Simcic Brønn 

32  

2. Planning & Programming 

• Program objectives for each public
• Vehicles, media
• Talent

 

• Costs
• Approvals
• Commitment
• Support
• Participation

 
 

Peggy Simcic Brønn 

33  

3. Taking Action and Communicating -- How and when do we do and say it? 

• Action Program Strategies
• Communication Program Strategies
• Message -- content, timing, repetition, follow-up
• Media -- behavioral changes
• Program Implementation Plans
• Assignment of responsibilities
• Schedule
• Budget

 
 

Peggy Simcic Brønn 

34  

4. Evaluating the Program -- How did we do? 

• Results -- yardsticks
• Conclusions
• Revision
• Renewal
• Termination
• Feedback