Home > Reading Notes > Media Relations (Chapter 3)

Media Relations (Chapter 3)

The Four Academic Models:

1. Press agent/Publicity model-  The main goal in this model is to gain positive publicity (Not to ensure accurate reporting).

2.  Public Information model-  The goal in this model is to distribute positive information to the public.

3.  Two-way asymmetrical model-  The PR practitioner does research to determine how to represent their client in a positive way.

4.  Two-way symmetrical model-  The PR practitioner does reasearch to determine how to help their client organization and its constituency.

These models work in different situations.  When you are in the field of PR, it is your choice on which one of these models are best to gain relationships with the media.

Source: Reputation Management

Categories: Reading Notes
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