Original scientific paper

MODELS OF PUBLIC RELATIONS

Zoran Tomić ; Mostar
Zdeslav Milas ; Zagreb
Siniša Kovačević ; Zagreb

Abstract

Public relations are a discipline of social sciences which develops very fast
today. But it had its evolutional development. American scientists James
Gruing and Tod Hunt (1984) explored the models of public relations and
determined four models of usage. The first model is the model of press
brokerage which endeavors to ensure publicity for a client by which truth
is not a condition for a good story. The second model is the model of public
informing. Its essence is engagement of factory journalists who inform the
public. The third is a two-way asymmetric model which includes both
feedback and two-way communication. It is asymmetric because of the
fact that it is unbalanced. It aims at the change of attitudes or behavior of
public and not at the change of organization. The fourth model is the twoway
symmetrical model and it is sometimes described as an ideal model
or the pure model of public relations. Subjects from both sides participate
in the communication and mutually exchange communication respecting
common interests. The excellence model, open and closed model are also
considered.

Keywords

public relations; models; communication; informing; manipulation; media; press; publicity; public.

Hrčak ID:

230307

URI

https://hrcak.srce.hr/230307

Publication date:

3.12.2007.

Article data in other languages: croatian

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