Public Relation Models
Introduction
The purpose of this essay is to achieve better insight into the different methods of conducting real-life public relations nowadays. Theoretically, several models have been developed to categorize the different types of PR practice/practitioners; analyzing the usage of these models by PR professionals will reveal the extent to which they are valid in real life. Because these models deal with the communication-flow involved in PR, the essay will begin with a basic outline of how human communication works and how it can be applied effectively, using theory from Stappers (1988) and Dervin (1989)- Stappers offers a basic conversation model which describes the information and communication processes, while Dervin discusses the role of audiences in communication. The next step will be to analyze the aforementioned PR models and shortly describe them, starting with Grunig’s (1989) set of models (symmetrical and asymmetrical) and moving on to Van Ruler’s (1997) tested models (the technician, sales manager and intermediary). The final section of the essay will concentrate on real-life examples of how the PR models are applied, related to commercial business and international public relations, provided and examined by Lordan (2006) and Grunig (1993). The examples will include customer input to organizations and the use of Grunig’s models in US politics. A detailed analysis will follow which will lead to the conclusion of how the communication-flow models apply to real life, and how valid each models is today.
Communication: how does it work?
To generate awareness of the communication process, Stappers created a general communication model. To successfully communicate, the receiver of the message does not only have to receive the information but also understand the meaning of it. Accordingly one can divide the receiver’s tasks into “phases such as noticing, observing and knowing” (Stappers, 1988, p. 1). If one would combine these
The purpose of this essay is to achieve better insight into the different methods of conducting real-life public relations nowadays. Theoretically, several models have been developed to categorize the different types of PR practice/practitioners; analyzing the usage of these models by PR professionals will reveal the extent to which they are valid in real life. Because these models deal with the communication-flow involved in PR, the essay will begin with a basic outline of how human communication works and how it can be applied effectively, using theory from Stappers (1988) and Dervin (1989)- Stappers offers a basic conversation model which describes the information and communication processes, while Dervin discusses the role of audiences in communication. The next step will be to analyze the aforementioned PR models and shortly describe them, starting with Grunig’s (1989) set of models (symmetrical and asymmetrical) and moving on to Van Ruler’s (1997) tested models (the technician, sales manager and intermediary). The final section of the essay will concentrate on real-life examples of how the PR models are applied, related to commercial business and international public relations, provided and examined by Lordan (2006) and Grunig (1993). The examples will include customer input to organizations and the use of Grunig’s models in US politics. A detailed analysis will follow which will lead to the conclusion of how the communication-flow models apply to real life, and how valid each models is today.
Communication: how does it work?
To generate awareness of the communication process, Stappers created a general communication model. To successfully communicate, the receiver of the message does not only have to receive the information but also understand the meaning of it. Accordingly one can divide the receiver’s tasks into “phases such as noticing, observing and knowing” (Stappers, 1988, p. 1). If one would combine these
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