Saturday, October 30, 2010

B.A.F.F.L.E.D. Business

How Do You Relate Your Business?

With the face and operation of business changing quicker than ever, relating to customers becomes increasingly important.  The nature of the business, and its specific needs to its consumer base determine the best ways to relate.

The journalism business must focus on relevant stories.  Retail must focus on giving shoppers an experience, as well as a product for a good deal.  Lawyers must provide ease and comfort, particularly in stressful cases.  And consumer packaged goods giants must focus on innovative products, keeping buyers interested.  No matter the business, public relations is critical to staying afloat.

So what are the keys to public relations?  James E. Grunig, a public relations guru, has taken great part in developing models for public relations. Grunig's research provided important theories to the industry.  Public relations practitioners are better suited to counsel the organizational and public interest through the useful models listed below.  

B.A.F.F.L.E.D. hopes they are helpful to you.

Grunig's Four Models of Public Relations

Model Name
Type of Communication
Model Characteristics
Press Agentry/Publicity Model
One-way communication
Uses persuasion and manipulation to influence audience to behave as the organization desires
Public Information Model
One-way communication
Uses press releases and other one-way communication techniques to distribute organizational information. Public relations practitioner is often referred to as the "journalist in residence".
Two-Way Asymmetrical Model*
One-way communication
Uses persuasion and manipulation to influence audience to behave as the organization desires. Does not use research to find out how its public feels   about the organization.  Seeks to change attitudes, not practices.
Two-Way Symmetrical Model
Two-way communication
Uses communication to negotiate with public, resolve conflict, and promote mutual understanding and respect between the organization and its public.

*Two-Way Asymmetrical is often referred to as One-Way Asymmetrical, because of the imbalance in communication

What kinds of practices do you find helpful in relating to the public?  Are they industry specific??


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