Introduction
Public relations or PR is both ancient and young. It is old in its establishments, founded in the earliest known human interactions from ancient times. It is modern in its expression as one of the global emerging occupations. What the contemporary society refers to as public relations is an imperative and natural characteristic of human society. It has taken place throughout the human history. In essence, it has been a component of civilizations separated by distances, periods, and practised in almost all known human civilizations. This is why we find numerous aspects of today’s PR practices like: reconciliation, information, cooperation, and persuasion, when we explore both ancient and modern social communications. Therefore, the success of modern or contemporary PR is rooted in the past achievements of communal interactions. Based on the above observations, Grunig and Hunt (1984) endorsed four key models relating to the contemporary growth of PR. These models and periods are:
- Advocacy (Asymmetrical model)
- Information (Public Information model)
- Relationship (Symmetrical model)
- Publicity (or Press Agentry model)
These four models have played significant role in establishing fundamental PR practises such as communication and public ethics. According to diverse studies these models have contributed to the development of contemporary PR based on Grunig and Hunt representations. Hence, the emerging individual and corporate preferences have made the role of PR to be indispensable. These growing trends and preferences are deeply linked to advocacy, publicity, or public information in the PR domain.
Advocacy (Asymmetrical model)
Communication is a core component of PR and this model presents an elemental growth of this practise. Regarding the modern PR, this model is associated with the growth of such features as:
- Focus (transforming attitudes and influence behavior);
- Research (approach and opinion);
- Character of Communication (Two-approach); and
- Current Use (aggressive business associations, causes and movements).
Therefore, much of the today’s PR engagements both in research and application are built around this model. This is testified by 20th century practises where the organizations embarked on influencing and manipulating attitudes and behaviours of their target public. Nevertheless, the advantages of this model to the success of contemporary PR are varied. Regarding the effects of this model during the post war period, communication was employed for creating propaganda, social manipulation and brainwashing (Grunig and Hunt 1984). Currently the concept is employed in developing persuasive communication in both commercial and civil engagements. The advocacy model is widespread in political public relations, including cause-related sponsorships such as; endorsing citizen support for armed forces operations to engendering public sponsorship for health, security, welfare, in addition to supplementary public concerns.
Information (Public Information model)
The scope of PR is fundamental in sustaining strong intercommunication ties. This model is also employed in sustaining effective and successful corporate PR communications. This is necessitated by changing social preferences which have contributed to the proliferation of countless PR departments and agencies. These agencies have the sole aim of offering the public accurate, opportune, genuine, and apposite information regarding a product or a client. This model is essential in that the society is guaranteed honest and precise dissemination of information (Newsom 1983). This demonstrates why governmental, Non-governmental, and corporate organizations adhere to effective contemporary PR practises.
Relationship (Symmetrical model)
The emerging global trends in organizational structures require a new approach to leadership and PR practices. Therefore, this model is considerably vital in the success of contemporary PR stipulations. It should be noted that it complements the former three PR models. It is established on the communicational aspects such as listening and crisis resolution. More so, it is essential in the search for common benefits for businesses and market targets. Hence, in civil groups this representation is closely tied to such conceptions as détente as well as rapprochement. While some of the exemplars of this model entail religious organization, ecumenical pressure groups, and interreligious discourses. More so, partnerships and clients courting are becoming popular trends as a consequence of PR efficiency (Anderson 1992).
Publicity (or Press Agentry model)
This model is linked to other three models in that it is a communication tool. This indicates it is equally paramount in the domain of contemporary PR. In the current organizational trends it is employed in marketing, entertainment, and sports. Its usage is vital in as far as the success of PR is concerned. That is why most PR agencies and departments use it for dissemination and attention-getting in both public and private engagements (Mintzberg 1983). The uses of this model have seen the exploitation of images and strategies acquire a new dimension within the PR. And this has resulted in gradual usage of persuasive messages which have contributed in making contemporary PR successful. The reason this model is paramount to the success of contemporary PR can be linked to its proximity to the intended target. Hence, the delivery of anticipated message, client identification as well as social involvements acts as the pillar of this model.
Conclusion
There are many and varied reasons why the four models of public relations are important to successful contemporary public relations. Public relations, for instance, has evolved in diverse ways: in the wake of 21st century, it has moved from isolation and embraced integration. In a similar way instead of manipulation we are witnessing adaptation and this has contributed to the growth of target media which is more popular than traditional media. Therefore, the four models have contributed in the manner contemporary public relations are structured and exploited. Too, the dynamics of globalization, changing aspects of the PR as a profession, and educational needs have seen these models changing the scope of the PR (Lesly 1992).
Therefore, no organization can have effective and successful PR department without exploiting these aspects. In essence, they have assisted the contemporary PR in counteracting the disintegrating aspects of globalization. From the scope of system and structural perspectives, the success of the PR has been established to rely on these models. This is due to the fact that they provide both broader and narrower scope of PR in relation to social and economic expansion in an organization (Ryan, et al 1983). And above all, communication has remained the core component that makes the contemporary PR successful. From the manner the organizations have changed, communication revolution within the four models have increased and augmented the modern PR to be reliable and effective.
Reference List
Anderson, D. (1992). Identifying and Responding to Activist Publics: A Case Study. Public Relations Research, 4(1), 151-164.
Grunig, J. and Hunt, T. (1984) Managing Public Relations. NY: Holt.p.55-84.
Lesly, P. (1992). Coping with Opposition. Public Relations Review, 18(4) 323- 334.
Mintzberg, H. (1983). Power in and around organizations.N.J: Prentice.p.67-73.
Newsom, D. (1983). Conflict: Who gets media attention- And Why? Public Relations Review, 9, 32-36.
Ryan, M. and Martinson, D. (1983). The PR Officer as the Corporate Conscience. Public Relations Quarterly, 34, 20, 23.