A critical review of the Four Models of Public Relations and the Excellence Theory in an era of digital communication

Stephen Waddington BEng(Hons) MCIPR MPRCA

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Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry

Michael Karlberg  

            The paper describe about Four Models of Public Relations and Excellence Theory. It examines historical criticism and instances where the theories are being challenged by modern public relations practice as a result of digital communication. In 1984, James Grunig and Todd Hunt published the Four Models of Public. The model describes the different forms of communication between an organisation and its stakeholders. Model type of communication characteristics are press agent or publicity, Public information, asymmetrical, and symmetrical model.

            The Excellence Theory is  to explore how public relations could evolve from a tactical craft that broadly focused on publicity and media relations to become a management discipline. The Excellence Theory’s general theory proposed that the value of communication can be determined at four levels.  Programme level, Functional, Organisation level, and Societal level.

            Excellence theory in the digital age really helpful the progress of an organization, because of with digital networks in the form of new media is able to create an organization interacts easily to targeted audience. Messages in networks and  the Internet and social networks this effect is multiplied and messages spread widely and at speed. But it also causes so many organisations are wedded to publicity and oneway propaganda as a means of communication.

            Technology development has changed communication production, distribution, delivery, and storage. Changing digital world of communication within the organization and a variety of different public (Cutlip, Center & Broom, 2009). Social media doesn’t change anything, it easier for the public to express his opinion on an organization. The revolution in information and communication technologies has made this dynamic interplay increasingly transparent, immediate, and global.

            The pro and kotra of   Four Models of Public Relations, because it can reduce two way communication (simetris), this development assessed only use one way communication (asimetris). But teknologi new media has made the second flow critical to the management of the reputation of an organisation and a market.

Conclusion

Grunig's intention in developing the Four Models of Public Relations and Excellence Theory was to set out how public relations should be practised.  Pro and kontra Models of Public Relations and Excellence Theory is not the fault of this theory, but because the theory must be developed in civilization.  In the digital era, new media is very helpful in all process of life. Because the new media can be a means of connecting to an organization and publics, or in learning activities. This paper certainly very giving new knowledge about public relations and practice

            The paper describe about Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry. J. Grunig and colleagues have proposed a two-way symmetrical model that reformtilales public relations as a more inclusive, balanced, and ethical practice.

                 One of the fundamental premises of this research is the idea that public relations is essentially a one-way process of communication, communication from an organization to a public.  This research has drawn from social and behavioral theories of organization and management, of persuasion and rhetoric, of attitude and behavior change, of advertising and media effects, of public opinion formation, issue cycles, and other areas.

                        Application of the concept of symmetry to public relations has been developed most fully by J. Grunig. The two-way symmetrical model prompted a fiurry of research aimed at testing its prescriptive value, both for organizations and communities. Much of this research was summarized by J. Grunig and L. Grunig (1992). They concluded that research to date provides evidence that the two-way symmetrical model makes organizations more effective.

              Active publics are important targets for public relations programs because they are most likely to be aware of and concerned with what the organization is doing. Active publics are important initiators (rather than targets for) public relations programs because they are most likely to be aware of and concerned with what organizations are doing.

            Symmetrical public relations could provide new perspectives and insights into these efforts. The symmetrical ideals of holism, interdependence, equality, responsibility, and understanding need to be incorporated not just into the design of these forums, but also into the representational. I do not understand the contents of this paper, but this paper can provide new knowledge for me.

References:

Cutlip, S.M., Center, A.H., Broom, G.M. (2009). Effective Public Relation 9th e.d. Jakarta: Kencana Prenada Media Group

Karlberg, M. (1966). Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry. Journal Of Public Relations Research. S(4). 263-278

Waddington, S. (n.d). A Critical Review Of The Four Models Of Public Relations And The Excellence Theory In An Era Of Digital Communication