The Four Models of Public Relations

1699 Words Sep 26th, 2012 7 Pages
Public relations have been regarded as an important tool in maintaining and enhancing the relationships between an organisation and its publics. There are different models of public relations that organisation adopt to reach mutual understandings between their publics or to demonstrate its organisational desire to its publics. Grunig and Hunt (1984) define the communication theory as a fundamental tool of enhancing and maintaining the relationship between an organisation and its publics, which can assist an organisation to address different issues efficiently and effectively. Grunig and Hunt have developed four theoretical communication models of public relations which are press agentry, public information, two-way symmetric and two-way …show more content…
Regardless of the accuracy of the information, the fact that Brumby’s disseminated the information to the publics in a journalistic capacity indicated that they have applied the public information approach to resolve the issue.

A third communication model is the two-way asymmetric model. This approach operates in two-way communication that encourages publics to change their beliefs and behaviours of the target public, however it often fails to achieve its own objectives (Grunig & Hunt, 1984; Roger, 2005). For instance, Toll Group, Australia’s largest logistics and transport solution provider and keeps a key warehouse to supply Coles supermarkets in Melbourne, recently has been facing an incident of staff strike due to their staffs are claiming not to grant the same shifts and salary as other warehouses receive (Coles warehouse strike continues in Somerton, 2012). Based on the action from its employees, Toll Group provided a new wage offer saying that they will raise the salary by four percent that is higher than deals negotiated by the union at other similar work sites, however, the offer was rejected by some of the employees (Workers agree to halt Coles blockade, 2012). The response made by Toll Group can be regarded as two-way asymmetric approach with imbalanced effect. Although Toll Group has received the feedback from its employees, Toll Group did not go along with the opinion of the employees’, instead, they offer a
Open Document