Managing Public Relations CL [James E. Grunig] on by James E. Grunig and Todd T. Hunt is a must-have for PR students and professionals. Get this from a library! Managing public relations. [James E Grunig; Todd Hunt]. GRUNIG & HUNT’S FOUR MODELS OF PUBLIC RELATIONS. In the book “Managing Public Relations” from James E. Grunig and Todd. Hunt.

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What is public relations? The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies Simpson, Finally, 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 grunit them.

These models serve as guidelines to create programs, strategies, and tactics.


Furthermore, the goal is to disseminate communication based on the two-way symmetrical model presented by Grunig and Hunt In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research.

Discussion Point Do you think the two-way symmetrical model is plausible? Some press releases and newsletters are managlng based on this model, when audiences are not necessarily targeted or researched beforehand.

Managing Public Relations – James E. Grunig, Todd Hunt – Google Books

For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers? However, the communication pattern is hrunig one-way.

Do you think the two-way symmetrical model is plausible? Practitioners do not conduct audience analysis research to guide their strategies and tactics.

Why do companies need public relations? Skip to content Increase Font Size. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information.

Managing Public Relations

William Sledzikassociate professor of journalism and mass communication at Kent State University:. William Sledzikassociate professor of journalism and mass communication managiny Kent State University: It is a one-way form of communication.


One example is propagandist techniques created by news media outlets in North Korea. Consider this example from Dr.

However, this book focuses on a public relations approach based particularly on writing for the media. Some experts think of public relations more broadly. For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client publoc in order to shape the attitudes of Congress Berg, Still, persuasive maanaging is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced.