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And welcome to public relations models. My name is Kelsey Stuart and I'll be your instructor for Journalism M14 Intro to Public Relations. So the first thing that we're going to do is go over the top four models of public relations. These models are how a PR agent will work with their customers. How they will kind of build that communication with whomever they're outreaching to. So the four top models of public relations are press agent publicity, public information model, the two way asymmetrical model and the two - way symmetrical model. So let's first talk about the press agent or publicity model. So this is a one way style of communication where an organization is going to pump out information, often through a press agent that helps you to remember the term. And another word for this might be propaganda, because they're going to be pumping out, they're going to be pumping out information that are often based in on an emotional appeal, or they're could be presenting only half truths in a sense or part of the information has been distorted in some way. So there's little emphasis on facts. They're really trying to push out a determined message to their public. So the this model is considered one of the lowest level of ethical public relations. It's still used, but it's still it's because of its focus on gaining attention without a focus on how they gain attention. It is given it's given a low ranking. One of the examples would be, recently, the CEO, Martin Shkreli, hiked the price of daraprim up overnight. So it was thirteen dollars a pill and he it upped to seven hundred and fifty a pill by the next morning. So it was about a five thousand percent increase. His response to this uproar, he replied that his responsibility was to the investors of his organization, not the affected patients. His actions thrust him and his organization into the media limelight and spurred many antagonistic Twitter exchanges, some suggested that the price was actually a publicity stunt to bring the drug into the forefront of a broader audience. If that was the truth, it actually was effective because the drug now enjoys a high name recognition beyond the scope of its current patients. This is an example of a press agency publicity kind of stunt, but a press agent model in a sense, because manipulation or deception is used to achieve short term rewards. This model, then, is categorized as one way communication. It uses persuasion, half truths and manipulation. This model does not use typically formal research to guide its communication. It's communication tactics, OK, so and we're going to talk about public information model, so the second model, you also use is one way communication. It's called the public information model, and it differs from press agency because there is an emphasis on truthfulness. So the organization is genuinely trying to provide information that is meaningful to its audiences, while messages might also use emotional appeals to connect with those audiences. There's an effort made to provide truthful facts or information. It's disguised. It is often described as a journalist in residence model. It utilizes media relations techniques to place public relations information into news stories so championed by PR pioneer Ivy Lee. This model focuses on truthful and accurate information in order to gain third party endorsements. This model introduces the virtues of honesty and accuracy, and it encourages the consistent application of these virtues. This both the Public Relations Society of America, Code of Ethics and the Society of Journalists Code of Ethics require professionals to adhere to honesty and the dissemination of accurate information. So the adherence to professional code of ethics, which is really soaked in this public information model, follows an ethical approach. So professionals follow a prescribed code of ethics to guide their behavior. For example, the PRSA Code of Ethics directs professionals to adhere to the highest standards of accuracy and truth and to advocate the free flow of accurate and truthful information when working with the media. Such an approach guides PR practice within the public information model. OK, so this model is categorized as a one way communication, it mainly uses press releases and other non other one way communications techniques to distribute organizational information. The PR practitioner is referred to as the in-house journalist, as we discussed, and it does not technically use formal research to guide communication tactics. So our third model will be the two way asymmetrical model. So this model is categorized as a two way communication. It's often referred to as scientific persuasion. The information goes out. So it is the two asymmetrical model. Information is presented and feedback from a small number of receivers is solicited. So a more information goes out than feedback is returned, which is why it's called asymmetrical. The message appeal using this model usually involves creating a scientific persuasion base or an expert. Sometimes an organization is thought to be trying to manipulate its publics using this model. It depends on how they are going to be pushing out this information, what type of information this advocates. It does advocate for two way persuasive communication, though this model utilizes persuasive communication to influence attitudes and actions of key stakeholders. So in this two to a design, support a feedback loop to allow public relations practitioners to monitor the effectiveness of the persuasive communication. So while the model includes an outward focus, the central concern is that the organization of the organization and its interests. So like the press agency model, the two asymmetrical model adheres to ethical reasoning. As a result, the outcome is typically in the best interest of the organization, not necessarily its audience. So the feedback loops allows professionals to assess the associated benefits and costs to those external of the organization and then make a net that necessary ethical adjustment. So it highlights the conflict, though, of loyalty, common in public relations and loyalty, which is common in public relations practices. Professionals are often divided between loyalty of their organization and loyalty to their key stakeholders. The Golden Rule Maximum offers an official guide for practice practitioners to balance though this conflict of loyalty between stakeholders and organization. This rule instructs professionals to act in a manner that they would expect from others. Public relations professionals can also use a test of sincerity when creating persuasive messages. The test of sincerity, much like the Golden Rule, says that professionals should use only persuasive methods and arguments that, if directed toward themselves, would seem legit. OK, so it conducts formal research, it's to say it's referred to as scientific persuasion, that is our two way asymmetrical model. Let's talk a little bit about our two asymmetrical model. So this is also a two way communication. It uses communication to negotiate with the public. It is considered the most sophisticated and ethical practice of public relations. This multiple model focuses on a dialogue that creates and sustains mutually beneficial relationships between an organization and its key stakeholders. So this model attempts to minimize the potential imbalance of power between organization and stakeholders found in the asymmetrical model of public relations and embraces a broader social responsibility perspective. As a result, the organization is not considered the primary beneficiary of public relations activity. In fact, stakeholders and society are both important considerations. So let's see. The dialogue is central, a central component to this, to a symmetrical model. This model supports continuous two way communication between an organization and its stakeholders. So they're this type of communication involves the need for an opportunity for a beginning and end of communication interaction. It also requires an opportunity to suggest topics and initiating topic changes. There must also be an ability to provide a response and to have that response treated as such a valid response, there must be the ability to select channels of communication. So a lot more openness with this model. Professionals can ensure ethical two way communication. Unlike the asymmetrical model, the symmetrical model includes a larger societal focus. So communication is designed to include a myriad of voices to ascertain the most ethical action. So many researchers believe that the two asymmetrical model model represents an idealized practice of public relations, and sometimes the they would never reach a societal focused ethical maturity to displayed in this model. So sometimes it's it's viewed as something that's like a goal, but not always met as an approach to communication. But it does set a standard that's really high. It's open and honest communication, and it shows a transparency for a company that, quite frankly, in this day and age might be incredibly. Incredibly loved by its consumers and stakeholders. So let's talk about communication and PR, so communication is the essence of PR and how you communicate the ways that you're going to communicate. I just went over for four models that list ways that you can communicate different approaches to communicate. They're not necessarily all bad either. There might be different ways that you can use each of them. That's still opening up transparency and communication with your with your client. So the idea that you want is to really relate to your audience. You want to relate to your client. You want to make sure that you're creating last lasting clients. So all of these models, even alone or all together, they set up a blueprint to measure your communicative style to your client. So if you have any questions, please let me know there's plenty of other models that I've not gone over. I've summarized the top four. If you have any questions, I would love to hear them. OK, thank you.