Please enable JavaScript.
Coggle requires JavaScript to display documents.
PR Research (theory (helps guide the research, sets problems for reserch,…
PR Research
theory
helps guide the research
sets problems for reserch
identifies new subjects & directs for research
research
the findings of research
reject theory
modify theory
confirm theory
provide the basis for new theories
provides a test for theory
the final outcome
accumulation of greater knowledge
4 Public Relations models by J.Grunig & T.Hunt
the two-way asymmetrical model
conducts formal research and incorporates audience feedback in communication tactics
purpose
scientific persuasion
organizations received public feedback
tried to modify & influence the attitudes & behaviours of their publics
the press agentry/ publicity model
one-way publicity
purpose
spread information to the public
accuracy & credibility were not priorities
persuasion
halth-truths
manipulation
does not use formal research to guide communication tactics
the two-way symmetrical model
two-way publicity
purpose
negotiates with the public
open & honest communication is important
conducts formal research and incorporates audience feedback in communication tactics
seeks to resolve conflict and promote mutual benefits
understanding & respects between the organization & key publics/stakeholders
the public information model
purpose
spread information to the public
does not use formal research to guide communication tactics
accuracy was essential
press-release
journalistic approach
PR Research, lec.2