3.1: The Historical Development of Modern Public Relations
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One-Way Communication Models: Publicity and Dissemination of Information
Two-Way Communication Models: Strategic Management of Public Relations
Summary of the Models of Public Relations
- Press agentry. One-way (information) dissemination focusing on publicity for persuasion/attention.
- Public information. One-way (information) dissemination providing information.
- Two-way asymmetrical. Two-way (research), which is imbalanced in favor of persuading publics to support the organizations’ interests.
- Two-way symmetrical. Two-way (research), which is more balanced in terms of creating mutual understanding; moving equilibrium.