The Four Models of Public Relations
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Transcript of The Four Models of Public Relations
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The Four Models of
Public RelationsDonna Simmons, Ph.D.
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1st Model: Press Agentry/Publicity
Philosophy of PromotionPeople want information. People want entertainment.
Use media and just about any other means to promote your organization or client.
Stage an event / make a wild claim to get media and public attention.
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Hype is necessary. Truth is secondary.
Influence the attitudes and opinions of the public by whatever means necessary.
PT Barnum:Comedy of the harmless deceiver and the willingly deceived.
Press Agentry/Publicity = Promotion
P.T. Barnum=Dennis Rodman?
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2nd Model: Public InformationIvy Lee and others….
Philosophy of Public Information
Tell the truth.
Organizations to communicate, not hide.
Use the press release to communicate and inform.
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One-way communication--
Tell your story with a press release or newspaper article.
Newspaper prints or TV news tapes story.
Public reads or sees story.
Public absorbs the information the organization sent out.
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One-way communication--
CSUSB press release: Professor Saves Dogs
Stories printed in “The Sun” and “LA Times”
Public reads stories.
Public focuses on CSUSB and one of its professors.
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Problem with 1st two models:
The organization (pr person) thinks the public
has been hit with the message
and will absorb it.
But the public can react by avoiding or
ignoring the message.
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Problem showed need for new model.
Enter Edward Bernays--
Research the audience.
Use: Surveys, Questionnaires, and Polls
Find Out:Demographics (age, sex, income, education, ethnicity, etc.)Psychographics (values, attitudes, lifestyle information)
Create a message:For a specific audience with a message so the audience will respond.
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3rd Model: Two-way asymmetric
Wants to have a good reputation with its customers.
So the company learns about its customers by researching
- satisfaction cards the customers fill out at the restaurant- E-mails customers send to the company through its web site- letters the company gets from its customers- the demographic and lifestyle characteristics of the people who come to the restaurant
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3rd Model: Two-way asymmetric
Research Suggests:Children ages 5-12 = main customers.Children get their parents to come to McDonalds.
As a result of the research:McDonalds creates a web page with a section for kids.http://www.ronald.com/
The end result for McDonalds:Kids like McDonalds.Kids and their parents come to McDonalds.
Good Public Relations – Primarily Persuasion
What does McDonalds want to accomplish with this web page?
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Audience has many choices.
Audience hears/sees many messages.
Audience is active, not passive.
Research does not ensure audience response and loyalty.
But it’s not that simple.
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A better way to ensure audience response and loyalty is 4th Model.
Two-way Symmetric
THEN, adapt the organization’s goals, practices, products to
the expectations and needs of specific publics.
Create a dialogue. Talk with the organization’s publics. Find out what they want.
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McDonalds changes
cooking oil used to make French fries.
Customers are loyal because
McDonalds listened…Or not…
McDonalds’ customers tell them they are
concerned about Trans
Fatty Acids in the oil M uses
for French fries. Excellent Public Relations
Understanding, not Persuasion
Two-Way Symmetric Model
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In summary: The four models are
Publicity/Promotion (standard public relations)
Public Information (standard public relations)
Research-Oriented Two-Way Asymmetrical
(good public relations)
Research-Oriented Two-Way Symmetrical (excellent public relations)