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Introduction To Public Relations - Essay Example

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Public Relations Name of the Student: Name of the University: Introduction ‘Over the last 20 years, a leading body of work has developed around Symmetry / Excellence Theory, which has probably done more to develop public relations theory and scholarship than any other single school of thought’…
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Introduction To Public Relations Essay
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Introduction To Public Relations

Toth (2007) stated that modern researchers should not be blamed for their incompetence; rather, researchers should appreciate the completeness of the public relations model of Grunig and Hunt (1984), which needs very little modifications. What makes the model proposed by Grunig and Hunt (1984) so comprehensive? Well, that is a tricky question which might not be answered in a very accurate manner. In the next section, the researcher will shed light on four aspects of the public relation model of Grunig and Hunt (1984), and the model will also be adjusted in the context of traditional media, social media and stakeholder engagement. The essay will also shed light on ethical elements in public relations practice in order to address the research questions in a comprehensive manner. The School of Thought Grunig and Hunt (1984) defined public relations as ‘management of communication between an organization and its publics’, and such definition is the basic foundation for public relations literature (p. 6). Grunig and Hunt (1984) defined four models of public relations and these models can be briefed in the following manner: Press agentry / publicity––One-way communication with people which is an alternate version of propaganda. Public information model––One-way communication of honest and truthful information with people. ...
The Press Agentry Model It is evident from the research works of Sha (2004; 2007) that the element of conversion was completely missing in case of the press agentry model. Agents of an organisation spread half truth, fantasy or hoaxes in order to influence the public opinion. Generally, press agents are artful liars who spread false news in order to create a public sensation. While doing research on public relation practices in South Korea, Rhee (2002) also found that press agents can use traditional media such as newspapers, television, radio etc to spread false news regarding the organisation to create a sensation. For example, in modern days, entertainment channels or their PR agents spread false rumour against celebrities in order increase popularity of the person, or let us take the example of fundraisers who often tell half truth to generate funds. Sha (2004; 2007) concluded that in case of the press agentry model, the general public who is keen to know about a celebrity or customers of an organisation is the major stakeholder, but its engagement level is almost zero. Rhee (2002) pointed out that people have started checking validity of the hoaxes or fantasies spread by press agents, which is creating problems for these agents. Exaggerated advertisings on television can also be considered as the modern version of the press agentry model of public relations. Due to exposure of social media, where stakeholders can communicate with organisations and their engagement level is high, it becomes difficult for press agents to convince customers by spreading false rumours in the long run. It is evident from the research works of Heath and Coombs (2006) and Ledingham ... Read More
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