Strategic Communication 101: Foundations of Strategic Communication - Grunigs Four Models of PR Press Agentry Public Information TwoWay Asymmetrical TwoWay Symmetrical

What This Is

Grunig's Four Models of Public Relations are a foundational framework for understanding the evolution of public relations from a one-way, manipulative approach to a more collaborative and mutually beneficial one. These models matter because they help organizations navigate complex stakeholder relationships, manage reputation, and achieve their goals in a responsible and ethical manner. A notable example of effective crisis communication is Johnson & Johnson's response to the Tylenol tampering crisis in 1982, which set a gold standard for transparency, accountability, and consumer safety.

Key Theories & Models

• Press Agentry Model: A one-way, manipulative approach that focuses on generating publicity through sensationalized stories and events. Strategic implication: Avoids building long-term relationships and can damage reputation if not managed carefully.
• Public Information Model: A one-way, informative approach that focuses on disseminating information to the public through official channels. Strategic implication: May not engage stakeholders or build relationships, but can be effective for disseminating factual information.
• Two-Way Asymmetrical Model: A two-way approach that focuses on listening to stakeholders and using that information to inform public relations efforts. Strategic implication: Can build relationships and improve reputation, but may still prioritize organizational goals over stakeholder needs.
• Two-Way Symmetrical Model: A two-way, collaborative approach that focuses on mutual adjustment and dialogue between the organization and its stakeholders. Strategic implication: Builds long-term relationships, improves reputation, and achieves organizational goals through mutual understanding and cooperation.
• Image Repair Theory (Benoit): A framework for repairing damaged reputations through five strategies: denial, evasion, reducing offensiveness, corrective action, and mortification. Strategic implication: Helps organizations respond to crises and reputational damage in a strategic and effective manner.
• PESO Model: A framework for categorizing media channels into Paid, Earned, Shared, and Owned media. Strategic implication: Helps organizations plan integrated campaigns that leverage multiple channels and maximize reach and impact.

Step-by-Step Application

1. Assess the Situation: Identify the stakeholder relationships, goals, and challenges involved in the public relations effort.
2. Choose the Appropriate Model: Select the Grunig model that best aligns with the organization's goals and stakeholder relationships.
3. Develop a Communication Strategy: Create a communication plan that incorporates the chosen model and takes into account the organization's goals, stakeholder needs, and available resources.
4. Implement the Plan: Execute the communication plan through various channels, including media relations, social media, and stakeholder engagement.
5. Evaluate and Adjust: Continuously evaluate the effectiveness of the communication plan and make adjustments as needed to ensure that the organization's goals are being met.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations is a strategic communication discipline that focuses on building relationships, managing reputation, and achieving organizational goals through mutual understanding and cooperation. Example: The Dove Real Beauty campaign, which used a two-way symmetrical approach to engage with stakeholders and promote a positive brand image.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to have a crisis communication plan in place to respond effectively. Example: Johnson & Johnson's response to the Tylenol tampering crisis, which set a gold standard for crisis communication.
• Misconception: "PR is just advertising."
• Correction: Public relations is a distinct discipline that focuses on building relationships, managing reputation, and achieving organizational goals through strategic communication. Example: The Nike Colin Kaepernick ad, which used a two-way symmetrical approach to engage with stakeholders and promote a positive brand image.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and apply the Grunig models to develop a communication strategy.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as the distinctions between CSR and shared value.
• Demonstrate strategic thinking: Show how the Grunig models can be applied to achieve organizational goals and build relationships with stakeholders.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Assess the situation and determine the severity of the crisis. 2. Develop a communication strategy that incorporates the Two-Way Symmetrical Model to engage with stakeholders and address the issue. 3. Implement the plan through various channels, including media relations, social media, and stakeholder engagement.

Rationale: This response demonstrates an understanding of the Grunig models and their application in a crisis communication scenario.

Last-Minute Cram Sheet

• Grunig's Four Models: Press Agentry, Public Information, Two-Way Asymmetrical, Two-Way Symmetrical
• Image Repair Theory: Denial, Evasion, Reducing Offensiveness, Corrective Action, Mortification
• PESO Model: Paid, Earned, Shared, Owned media
• APR Code of Ethics: Public relations professionals have a responsibility to act with integrity, honesty, and transparency.
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."
• 'PR is just spin' is a misconception – public relations is a strategic communication discipline that focuses on building relationships and achieving organizational goals."
• 'A crisis will never happen to us' is a misconception – crises can happen to any organization, and it's essential to have a crisis communication plan in place."