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Summary of 8 pages for the course Strategic Communication Of Organizations at UvA (summary of article)
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● Four models of public relations: press agentry, public information, two-wayasymmetrical, two-way symmetrical
● Two-way symmetrical: normative theory of how public relations should be practiced
ethically and effective (characteristic of communication management) (in practice public
relations deviates from pure symmetrical public relations and can be described as a
combination of two-way asymmetrical and symmetrical models -mixed-motive)
● Mode: describe set of values and pattern of behavior that characterize approach
taken by public relations department to all programs or specific programs
(describe broader pattern of behavior)
History of concept public relations model
The conceptts synchronic and diacronich publics relations led to four models
● Assumptions of asymmetrical and symmetrical communication are manifested in
model of actual public relations practice
● In past press agents practice press agentry/publicity model (19th century)
● 20th century= public information model = developed affect journalists attacked
corporations and government. Thus journalists were hired by corporations who aimed to
explain corporations actions (not truthful)
● Press agentry and public information = one-way approach to public relation=
disseminaiton of informaiton from organizations to public, usually through media
>then public information changed to asymmetrical model: bc it selectively
disseminated info about organization (but do not engage in dialogue)
● Two way approach: practitioner sough information from and gave information to
publics
● The first two-way model: two-way asymmetrical model
● Manipulation of audience for good and bad = secret of manipulation was in
understanding motivation of people, use research to identity messages more likely to
produce attitudes and behaviors desire by organiation (assymtrical position by Bernays)
● Two-way symmetrical model: telling the truth, management understanding
viewpoints of employees and employees understanding viewpoints of
management
>difference with symmetrical: it uses research to facilitate understanding and
communication, rather than idenitty messages more liely to motivate/persuade publics
>understanding is principal objective of public relations /rather than persuasion
● Four model define 4 stages of history of public relations
● All models have: direction and purpose
● Direction = extent to which model is one or two way
● One way comm: disseminate information, monologue
● Two-way comm: exchange of indo, dialogue
● Purpose: symmetrical or asymmetrical
● Symmetrical comm: balanced, adjusts the relationship between organozation and
public
● Asymmetrical comm: imbalanced, leaved organization as is and tries to change
the public
, ● Only two-way symmetrical deviated from worldview that public relations
manipulated public in beenfit of organizations
● Before public relations organizaitons praticed private relations where org did not
feel obligated to communicate with publics
● Proposition of paper: excellent public relaiton departments practice two-way
symmetrical model of public relations
Validity of models- do they exist in real world?
● Does theory provide a normative or positive theory of public relations? If they provide
positive, do models describe accurately what practitioners do?
● Normative theory: defines how things should be or how activity should be carried
out, o obligation to show activity is conducted in way theory describes, shows if
activity were conducted in way theory described it would be effective (common in
managements)”good in theory not in practice: cannot be implemented in actual situation
● If normative theory cannot be implemented then not good theory
● The two ways symmetrical model should be normative model for public relations=
describes how excellent public relations should be practices
● Positive theory: used to understand problems, describe phenomena, events,
activities as they occur (physics theory are positive)
● Four model describe how public relations is actually practiced (they are positive
(descriptive) theory of public relaitions
● If model is not descriptive of reality then not a good positive theory
● All 4 model provide good positive theory: public relations practice all of them - however
do not practice the one that would fit their organization best = relationships of model to
environment of organization function as normative
● Normative theories can be implemented in practice, once in practice they are positive
theories cause thye describe real world
● Normatively- the two-way symmetrical model defines most excellent way of practicing
public relation and that positively research will show that model does most to make
organization effective
Measurement of model
● Positive model: measure extent to which organization/individual practitioner practice
model
>through qualitative: examine publication of org., interview or observe practiione
>quantitative: questionnaire, score how well item describes public relations
● Most research quantitative: current measure is 8 questionnaire items for each model
based on 6 dimensions
Reliability
● For quantitative measure to be good need to be reliable : yield same results each
time they are used (chronback alfa)= correlation of index with another index
(chronback should be .80 or higher)
● Press agentry = conbrahc of .48, Public inform. .57, Two way
suumetrical .76,Two way asymmetrical .51
● The paper improves relaibility scores for four models nearly .80
Validity
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