Existing public relations models

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Public relations is a joint action of knowledge and instinct that can follow the four models developed by Grunig and Hunt in 1984: publicity, public information and bi-directional strategy - asymmetrical and symmetrical. What are they and how are they used in PR practice?

And the model - publicity

In other words, "no matter what they say about you, no matter what they say." This slightly outdated model assumes that every event (negative or positive) is good for making a brand famous. Drunkards who follow this strategy convey to the media favourable image information about the client, not necessarily true. Nevertheless, specialists from publicrelations.pl remind that "publicity" is still practiced by agencies associated with artists, athletes and celebrities.

Model II - public information

The main assumption of the model is to provide true information about the company and make the public aware. Press releases should be 100% reliable and signed - so that the recipients see the openness and transparent policy of the brand. Such promotions are used by foundations, government bodies, cultural facilities and social campaigns.

Model III - two-way asymmetric

It is currently the most frequently used model, perfect for promoting commercial enterprises - emphasises the publicrelations.pl portal. In this strategy, manipulation is kept to a minimum, and the activities of PR specialists are preceded by marketing research on the needs of recipients. Following this model, it is important to emphasize mainly those brand features that will meet public expectations and appeal to customers.

IV model - bi-directional symmetrical

The model assumes mediation between the brand and the recipient through information transfer. In this strategy both sides are winning - the company reaches the customer without aggressive promotion and manipulation of facts, and the customer gains reliable knowledge of the brand. Unfortunately, the struggle for the customer with other companies in a way forces to take less subtle actions, so this model works mainly... with no competition.

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