We know that there are very many different ways you can promote your organization/brand. Being educated in public relations can come in various ways, different countries respond to different ways of promotion. So we decided to talk about four different models, ones that are traditional and ones that are more modern.
- Press Agentry/Publicity Model
We all remember the film The Greatest Showman, with an amazing soundtrack and an even better cast. Now why is this film, relevant to PR? Well, it’s not, but The Press Agentry/Publicity model is also known as the P.T. Barnum model. This model is one way communication, meaning the flow of information is coming only from the sender (your organization/brand) to the receiver (the audience/consumers). The sender of this information isn’t concerned with the receivers’ feedback/reviews/etc, as this is only one way communication. This way, PR experts can enhance the reputation of the organization to its targeted audiences, stakeholders, employees, partners, investors, and everyone else who is associated with the organization through manipulation. Organizations hire PR experts who create a positive image of the brand in the minds of their targeted consumers via arguments and reasoning.
- Public Information Model
This sounds relatively similar to the Publicity model, and it is in the sense of that it is also a one-way communication model. This model emphasizes on maintaining and enhancing the image of an organization by circulating relevant and meaningful information among the public. Now here is where it’s different than the Publicity model. Rather than sharing an already positive image, this relies on creativity to send new information to the public, as well as influence end-users and targeted audience. So here, PR experts rely on press releases, news releases, video releases, and any other form of recorded information which is directed at the media. PR experts also use newsletters, brochures, and magazines in order to spread information about an organizations’ key people, products, benefits of the product, testimonials, success stories, etc. These are then distributed at regular intervals to the targeted audiences for brand positioning.
- Two Way Asymmetrical Model
Now this model relies on two-way communication between both the sender and the receiver, but the communication path isn’t balanced. PR experts but their organization and brand in a position that forces the public to think the way that they would want. Yes, this doesn’t sound like it could work, but there is a lot you can do to influence the public and their train of thought. For example, if your organization has a product that people don’t necessarily need, you would position the product in a way that would make the customers believe they can’t live without it. Through manipulation, PR experts can make the public feel as if the product is necessary and important (i.e. scented trash bags). Organizations don’t use their manpower or resources to see how stakeholders, investors, or the public reacts. This is a model based on purely sales.
- Two Way Symmetrical Model
This model is what a lot of modern PR experts use. It’s the ideal way of enhancing an organization’s reputation among the targeted audience. This also uses two-way communication to position a brand to the end-users. With this model, there is a free-flow of information that is given from the organization to it’s stakeholders, employees, investors, and vice-versa. So an organization that comes into conflict or misunderstanding would resolve these issues through mutual discussion and communication. Rather than the previous models where organizations aren’t bothered with feedback or reviews, this model relies on it. Information given to PR experts from the audience and stakeholders are taken into consideration here.
So here are the four different models, we hope you enjoyed it. Join us in two weeks for our interview with our BTL manager.