Four Theories Of Public Relation

 Four Theories Of Public Relation:

Theory can be interpreted as a collection of certain assumptions that will explain how a process is working. Theories are used to build predictions about the effects of those processes. Theories are not some sort of unbending rules but rather they are nearly some guides. The importance of the public relation theories is to give an understanding to public relations practitioners about how and what make Public Relations work. As an example, an engineer needs a theoretical knowledge of Physics for him to be able to build a bridge that will not collapse.

What is Public Relations?

Public relation is a management function that involves monitoring and evaluating public attitudes and maintaining mental relations and understanding between an organization and its public. Public could include shareholders government consumers implies and the media. Public relation is a strategic communication process that can build a mutually beneficial relationship between in the organizations and the public. It is the management of communication between these two entities. It is concerned or dedicated about creating mutual understanding among the Institutions and Groups. 

Formation of the four theories

During the early days of public relations there are no theories that have been formulated. So early, practitioners had little or no wide lines for directing them to crafting communications, plants, tactics and strategies or programs. One of the most useful ways of thinking about public relations has been through the description of public relations models. They identify the central ideas of public relations and how they are related to each other. In 1984, James E. Grunig and Todd Hunt proposed four models of public relations that are based on communication research and ethics. Since that time running and a team of scholars have proposed new models that have enriched our understanding of how public relations is practiced. The original four theories were press agentry theory, public information theory, two-way asymmetrical model and the two-way symmetrical model. The first three models reflect the practice of public relations that attempts through persuasion to achieve the organization's goals. The fourth focuses on balancing self interest and the interest of other group or public.

• Press Agentry Theory 

This is a model where information moves from the organization to its public. It is perhaps the oldest form of public relations and is synonymous with promotions and publicity. Public relations practitioner's operating under this model are always looking for opportunities to get their organizations name favorably mentioned in the media. In this model Public Relations expert in hands the reputation of the organization among the target audiences, stakeholders, employees, partners, investors and all other association with it through manipulation. According to this model organizations hire Public Relations experts who create a positive image of their brand in the minds of target audiences through arguments and reasoning. Dangerous their potential customers by simply imposing their ideas thoughts creative stories of their brand new species of the products and so on. Flow of information takes place only from the public relations experts to the target audiences. They do not conduct much research about their public beyond “counting the house”. This model includes propaganda tactics such as use of celebrity names and attention gaining devices such as giveaways and grand openings. In this model the communication professionals use persuasion to save the thoughts and opinions of key audiences. The accuracy is not important and the organizations do not say audience feedback or conduct audience analysis research in this model. Although press agents are not unethical they don't desired to be ethical either. The louder the noise, the more attention getting the story whether true or face the better they are doing their jobs. This model focuses on self-interest or gaining attention whether good or bad in reminiscence of P.T. Barnum publicity stunts. Therefore the model is known as Burnam model.

• Public Information Theory

This model is also a one way communication model but the accuracy of the message become more vital here. The model does not consider information about the audience to be essential in constructing messages and releases. In the early 20th century there was move among some enlightened public relations practitioner's towards more truthful and accurate messages. The move away from half truths and outright falsehoods was the precursor to increasing ethical practices. Although this model still does not have any methods for quantitative analysis of the results practitioners are slightly more in client to gather feedback from their audiences this model is used mostly by government agencies, military units, non-profitable organizations and law enforcement agencies. That are based on the audiences and not research beforehand. As the names suggests public information model, emphasizes on maintaining and enhancing the image of an organization simply by circulating relevant and meaningful information among the target audience/public. Public relations experts depend on press release, news release, video release or any other recorded communication often directed at the media to circulate information about their brand among the public. Newsletters, brochures, magazines with information about the organization, its key people, and products, benefits of the products, testimonials, and success stories are distributed at regular intervals among target audiences for brand positioning. Public Information differs from passage entry because the intent is to inform rather than to praise for promotion and publicity but the communication is still essentially one way. Public relations practitioners operating under this model do very little research about their audience is beyond testing the clarity of their messages. They are “journalist-in-residents” who value accuracy but decide what information is based to communicate to their publics.

• Two-way Asymmetrical Theory 

Two ways asymmetrical model of public relations revolves around two way communication between both the parties but the communication is somewhat not balanced. In this type of model, public relations experts position their organization and brand on the whole in the minds of their target audiences through manipulation and force the public to behave the same way they would want them to do. In two-ways asymmetrical model of public relations, organizations do not utilize much of their manpower and resources to find out the reaction of the stakeholders, investors or for that matter public. The two-way asymmetrical model presents a more “scientifically persuasive” way of communicating with key audiences. Here, content creators conduct research to better understand the audience’s attitudes and behaviors, which in turn informs the message strategy and creation. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organization’s profits.

• Two-ways Symmetrical Theory

The two-way symmetrical model argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. The term “symmetrical” is used because the model attempts to create a mutually beneficial situation. The two-way symmetrical model depicts a public relations orientation in which organizations and their publics adjust to each other. It focuses on the use of social science research methods to achieve mutual understanding and two-way communication rather than one way persuasion. In 2001 James E. Grunig created other names for the symmetrical model: mixed motives, collaborative advocacy, and cooperative antagonism. His intent was to present a model that “balanced self-interests with the interest of others in a give-and-take process that can waver between advocacy and collaboration. Grunig argued that The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies because all groups were part of the resolution of problems. Two ways symmetrical model of public relations is an ideal way of enhancing an organization’s reputation among the target audience. According to two way symmetrical models, public relations experts depend on two way communication to position their brand among end-users. Free flow of information takes place between the organization and its stake holders, employees, investors and vice-a-versa. Conflicts and misunderstandings are resolved through mutual discussions and communication. A two way communication takes place between both the parties and information flows in its desired form. The feedback from stakeholders and target audiences are also taken into consideration.

                                  - Shruti Nag