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Four Models of PR



                               Four Models of PR are:

  1. Press Agent/Publicity - it is a one - way communication. It uses the persuasion and manipulation to influence audience to behave as the organization desires. Main purpose of it is propaganda. Today it practiced in sports, theater and product promotion.

  1. Public Information Model - it is a one - way communication. It uses press releases to distribute the information. Main purpose of it is dissemination of information. Today practiced in government and nonprofit businesses. 

  1. Two-Way Asymmetrical Model - it is a two - way communication. It also uses persuasion and manipulation to influence audience to behave as the organization desires, but at the end doesn’t use research to find out how its public feels about the organization. Main purpose of it is scientific persuasion. Today practiced in competitive businesses.

  1. Two-Way Symmetrical Model - it is a two - way communication. It mostly uses communication to negotiate with audience, solve conflict and make sure there is respect between the company and its audience. Main purpose of it is mutual understanding. Today practiced in regulated businesses. 

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