The ‘4 Models’ of public relations practice: How far have you evolved?

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That’s great really, and, I think even the fourth model; 2-way symmetrical model is the most important in IT generation since we can use it or adapt it for social customer relationship management (interactive communication to co-create our customer value P.Kotler) and social media marketing…

ToughSledding

While preparing to teach my first PR class back in ’85, I happened upon “Managing Public Relations,” by Jim Grunig and Todd Hunt. Though I lost track of my copy long ago (never loan textbooks to students — never), one element of that book influenced how I taught and practiced PR for the past 23 years.

Grunig & Hunt’s “4 Models” of public relations practice went on to became the most talked-about theory in the discipline. The “4 Models” describe distinct approaches to public relations in the context of a 130-year timeline that shows how public relations has evolved. In the process, Grunig & Hunt identify an “ideal” approach to public relations — something they call the 2-way symmetrical model — and place it at the top of the evolutionary pyramid.

For me, the 4 Models became more than a teaching tool. When Grunig & Hunt published their theory, I…

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