| Chapter 1: | Introduction—Surveying the Cyberterrain of Developing Country Head of State Web Sites |
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7. Grunig and Hunt’s four models are as follows: Press agentry/publicity, where the function of public relations is to gain exposure in the media. In public information, the public relations function is advanced by “journalists in residence” (Grunig & White, 1992, p. 39) who objectively communicate information, but only that which is favorable to the organization represented. In the two-way asymmetric model, organizations use research to develop messages to publics that are likely to be consistent with the organization’s desired perception of itself. The two-way symmetric is defined as follows: “An organization …. That uses research and dialogue to manage conflict, improve understanding, and build relationships with publics. With the symmetrical model, both the organization and the publics can be persuaded; both also may change their behavior” (p. 39). According to Grunig, the two-way symmetric is the most effective model and should ideally drive all effective public relations practice.
8. Retrieved November 11, 2001, from http://www.oneworld.org/ni/issue333/unconnected.htm.