Which model of public relations gains feedback that is considered unbalanced?
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Harold Burson (2011) appalls that so many who profess to be public relations or communication specialists are so far off the mark in their attempts to define public relations. Sadly, this applies even to some students at communication colleges specializing in public relations who, ostensibly, are being schooled in the theory underlying public relations as well as the application of public relations tactics and techniques. Show Most people – even the scholarly and the sophisticated – fail to recognize the public relations element inherent in every human transaction and communication. The smile on our faces, the tone of our voices and the letters we write, how quickly we respond to telephone calls, the typefaces and colours in an advertisement, the body language of the politician seeking our vote, all these are public relations elements that bring the best out of our job. In discussing public relations models, we shall look at the various orientations and philosophies that inform what the public relations man does, including the objectives he is pursuing and how he goes about the pursuit to achieve set goals. It is important to know therefore that public relations communication ends at clarity and integrity, if a practitioner’s message is not understood by his public, we can categorically state that communication has failed. We do not believe in communication failure in public relations but what we know is a poor feedback. If a practitioner experiences this, he should therefore re-package his communication in such that will yield desired result. Public relations per-excellence is not attained by strategies only but by utilizing an ideal model of public relations. In agreement with the British institute of public relations’ definition of public relations, “a deliberate planned and sustained effort …” this means that our job is done by thorough and carefully planned thoughts, putting together a good mix of strategies necessary for the achievement of a public relations campaign. More so, emphasis is on the necessary models and procedures we have to put in place and follow to identify public relations problems and address them in order to achieve our objectives. Some public relations models that will be helpful are justified in this chapter. Types of Public Relations Models Here, we shall consider various kinds of public relations models used by professionals to set goals and achieve their objectives. There are many models of public relations, but shall speak on a few number of them Grunig’s Four Models of Public Relations The most popular models in public relations are those founded by James E. Grunig. He propounded the four models of public relations which practitioners are most familiar with, these four models are: Press agentry Public information Two-way asymmetric Two-way symmetric James E. Grunig, a public relations expert and guru, had over 20 years of experience in the field of public relations. The early days of public relations knew no theories, thus little to no thought was put into communication plans, tactics, strategies, or programs. With no theoretical foundation, public relations in many cases did more harm than good because legal ramifications, such as libel and fraud, were not considered. This oversight and bad judgment had dire consequences (i.e. profit, loss and a tarnished organizational image) that had to be alleviated and avoided in order to insure public relations' survival. Grunig's research has added many new theories to the body of knowledge that already exists. These theories have helped to improve the field of public relations in many ways. Public relations practitioners are better able to serve the organizational and public interest by using the best models or models listed below. The Press Agentry Model: This model is characterized by the uses of persuasion and manipulation to influence audience to behave as the organization desires. it is propaganda oriented and focuses on indoctrinating people with messages that are delivered using a one-way traffic that may not have respect for truths. The objective of the communicator is to get people to believe him so as to realize certain objectives, notwithstanding the damage that could be done to the relationship and the negative implication for the society can be unbarring. The problems with this type of communication is its great capacity to sweep problems under carpet only for them to re-surface with dangerous implications for the communicators, as the saying goes “ you can fool some people some times but can not fool all the people all the time”. The truth you manipulate or conceal today may become a lion that can devour you tomorrow. We are aware that some scholars are making a case for some limited use of propaganda in public relations which I deemed is not right and healthy for the practice of the profession. SENDER - MESSAGE - RECEIVER One-way Traffic (Propaganda) Public Information Model This model uses press releases and other one-way communication techniques to distribute organizational information. Public relations practitioner is often referred to as the "journalist in residence. This model further believes in presenting the truth to those who need it. It does not compromise integrity of information being communicated. The philosophy behind it is that it pays for people to be told the truth about you. This way you avoid rumours which could develop wings and cause problems for your organization or you. A believer in public information model is motivated by high probability that when people are informed about you and your organisation, they would offer their cooperation to support you. Much as we do not dispute the need to give information about ourselves, we are hasty to say that one-way traffic which this model uses prevents feedback from the audience. In the absence of a two-way interaction, faulty decisions can be taken and room created for needless assumptions to govern management thinking. SENDER - MESSAGE - RECEIVER One-way Traffic (Truth) Two-way Asymmetric This model deals with the fundamental problems associated with the public information model which is the absence of feedback. The practitioner who uses this model gives information and also receives information from the relevant points. The problem with it however, is the fact that whereas the initiator of the communication process tries to change the attitude of his audience, he is unwilling to change his own attitude consequent upon the feedback he is getting from his audience. It is therefore an improvement of PR model but definitely deficient to the extent that the changes informed by the feedback received is not affected. Emphatically, two-way asymmetric uses persuasion and manipulation to influence audience to behave as the organization desires but does not use research to find out how it publics feel about the organization. This model uses persuasion and manipulation to influence audience to behave as the organization desires. Does not use research to find out how it publics feel about the organization. Its eliminates the defects you find with the other models. It makes provision for feedbacks and act on the information generated. This is PR per excellence; therefore there is recommendation for its adoption since the benefits accruable from its use are enormous. When it is effectively utilized, it will tend to effect what Frank Jefkins calls the ‘Transfer Process’
Hostility H Sympathy S Apartheid A Interest I Prejudice P Acceptance A Ignorance I Knowledge K R.I.C.E Model Proposed by Nwosu (1996:10), this public relations model produces quick and prompt solutions to public relations campaign, especially when it involves programmes like the effectiveness of a political party’s campaign among other political parties’ or an election candidates’ rating in terms of popularities among the electorates. RICE is recommended for other social research in public relations, such as: religion, education, group coation and so on. The following steps are to be employed in the adoption of this model: R - Research I - Information C - Communication E - Evaluation R.A.C.E Model John Marston was the brain behind this model which is regarded as a ‘finito’ model by Ajihson. Being proposed 1983, RACE provides a permanent remedy or solution to crises, issues, conflicts and situations that can pose challenge to reputation. This model calls for an immediate actions to be carried out on research findings during emergencies. The following steps will be taken to execute the model: R - Research A - Action (quick) C - Communication of the findings E - Evaluation of the entire communication process to determine whether or not goals are achieved. Frank Jefkins’ Six –Point Public Relations Model This model is detailed and simplified for the use of young practitioners; it is a step by step of planning public relations programme or proffering solutions to clients’ problems. This proposition by Frank Jefkins is undoubtedly an expansion of some others models like RACE and the FOUR-Steps, as can be deduced from its components. This model gives explicit splits of the various steps a practitioner can take to solve public relations problems. It is detailed and simplified, it has the following components: Appreciation of Problem Defining the objectives Defining the Publics Selection of Media/ Techniques Budget and Implementation Appreciation of Performance/ Evaluation Step 1: Appreciation of Problems At this stage, we identify the seeming obstacles in the way of the system or organisation which involve the employment of data gathering tools like: Questionnaires Interviews Observations and Content analysis This is a necessary step since in its absence the practitioner may be chasing shadows instead of substance, which is an effort that can gulp resources without delivering the desired results. It is very necessary that the people involved in the search for the problems are dispassionate in their disposition so that their sentiment and biases do not becloud their sense of objective judgment. It is equally important we note that public relations problems are communication oriented and with their root in attitudes nourished by beliefs. The manifestations of such problems which are largely occasioned by ignorance can be found in the forms of hostility, apartheid, prejudice and ignorance. The following can be considered as possible public relations problems:
Step 2: Definition of Objectives At this stage, you clarify the ends we intend to pursue; the emphasis here is on the elimination of the communication problem identified at the first stage. Our focus is therefore on the achievement of positive state like: Sympathy,Interest, acceptance using the instrument of information to dislodge ignorance. As it was in stage one, our objectives should be addressing positive changes in those areas. The followings may be the public relations objectives the government can pursue at this point in time:
Step 3: Definition o f Publics Publics in the context of Public relations can be defined as a group with clearly defined characteristics which a public relations person relates with in the pursuance of his objectives. They are also individuals or corporate entity practitioners have to relate with when pursing public relations campaigns. More so, publics are stakeholders and other groups we take advantage of as we pursue our public relations objectives. Note specially that a stakeholder is an individual or corporate entity whose interest is influenced by the success or failure of the organization. The followings are examples of public relations publics:
Step 4: Selection of Media and Techniques At this stage public relations expert delineates the various vehicles, events and activities he intend to employ as he works towards the achievement of public relations objectives. Our media can cut across varieties like:
Internet, which gives us access to a wider audience- in fact, the entire globe, provided they are hooked to the World Wide Web (WWW). In choosing the media to employ, the practitioner should consider factors like :
With peculiar reference to techniques, our emphasis is on the creation and execution of events that provide us the opportunity to get our message(s) across to the audience (publics). In making choice of techniques, it is still necessary that we look at most of the factors we have put forward as considerations that gives media selection. For the avoidance of doubt, the following are some of the techniques you can select from when executing public relations programmes, some include:
Step 5: Budgeting A public relations budget is a numerical expression of the resource implication of public relations campaigns or programmes. It is a largely quantitative exercise which usually indicates the financial implication of what an organisation has decided to do in order to realize her public relations goals. This is a very important instrument in the hand of the public relations practitioner for the effective performance of his function. A public relations’ budget should be considered indispensable on the following grounds: 1. It is a control instrument in the hands of management for the achievement of effectiveness in resource utilization. In effect, it stands as a standard against which management assesses the public relations department. Also, it is a tool that sends signals to show excesses and deviation. 2. It compels the public relations practitioner to think through his responsibilities in order to achieve optimum effect and maximize the use of resources as well as deal with his functions comprehensively. 3. It makes for objectivity in the handling of public relations matters especially when the evaluation of performance is in focus. 4. It gives sense of belonging to all the people involved in the planning process and helps to secure commitment to the achievement of set objectives. Elements of a Public Relations Budgets The variables that consume money in public relations can be put under four major headings namely:
Labour We consider the cost of man-power, which include salaries, wages and allowances as well as honorarium in this category. The money being spent here may be the earnings of members of the public relations department or payment made to consultants for their expertise and time or fees paid to workers who are used on temporary basis. E.g. stand attendants, Interviewers, artist and any other individual whose services may be required for the successful execution of public relations projects. Office Overhead With regards to this, we call attention to re-current expenditure that is incurred on the maintenance of the office and the lubrication of the wheel that keeps the office function effectively. The overheads includes the followings among others:
Materials Our focus is on the hardware items which we do not buy repeatedly but are usually items required for installations and use on a relatively permanent basis in order to realize set targets. The items include:
Expenses These are non-regular items that are variables, they depend on the volume of work done, and especially, the ones management is not in a position to predict accurately. These expenses include:
These and many more enter into a professional public relations budget. Assessment This is the evaluation of all the activities carried out in the plan. At this point the practitioner can determine whether he was successful in executing the campaign or not. If he was not successful, then it will be a good time to re-design another campaign which will deliver the expected result. There is no failure in public relations, all we experience is failure in expected feed back. Which model of public relations games feedback that is considered unbalanced?The two-way asymmetrical model is characterized by unbalanced, one- sided communication. Practitioners of this model use social science theory and research on attitudes and behaviors to persuade publics to accept the organization's point of view or to behave as the organization wants. L. Grunig, J.
What are the 4 models of public relations?The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models.
What is asymmetrical model in public relations?The Two-Way Asymmetrical Model
A two-way asymmetric public relations model entails communication between an organization(sender) and the receiver(prospects/audience). With this model PR experts also research their audience in order to identify their behaviors and attitudes.
Which model of public relations is considered the ideal and was later renamed the excellence model?One of the models of public relations is two-way symmetrical model which is the best and ideal model than other three models, said by James E Grunig. Two-way symmetrical model is emphasizes on dialogue, complete and accurate two-way communication.
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