Crisis Management

Four Models of The Excellence Theory

Press Agentry Model

Public Information Model

Two-way Asymmetrical Model

Two-way Symmetrical Model

1. Press Agentry and Publicity Model

- Purpose: Propaganda - Understanding is not necessary for this kind of PR but “louder the noise” the better. True is not important

- Type of communication: One-way communication

This is a one-way communication that uses persuasion and manipulations to influence audiences       to behave in a way that favors an organization. 

Source —> Receiver

Research: Little

Example: This type of PR is most common in show business or entertainment business - celebrity PR - where individuals are promoted through media coverage

Usage Percent: 15%

2. Public Information

- Purpose: Spread of information, not persuasion. True is important. 

- Type of communication: One-way communication

Uses press release and other one-way communication techniques to distribute organizational information. 

Source —> Receiver 

Research: Little

Examples: Public relations agents acted as “journalist in residence.” Government, non-profit organization. 

50% Usage

3. Two-way Asymmetrical Model

Purpose: “Scientific Persuasion.”

Advertising / Consumer marketing —- Increasing profits. 

Type of communication: Two-way communication 

Uses research to develop messages that are most likely to persuade and manipulate publics to behave in a particular as the organization wants. 

Source<—— ——> Receiver 

<———Feedback

Research: Formative, evaluate atitudes 

Does not use research to find out how it publics feel about the organization 

Examples: It’s all about persuasion to trigger a transaction, thus its popularity with marketers. (Advertising)

Percent: 20% (Competitive Businesses) 

4. Two-way Symmetrical Model 

Purpose: Mutual Understanding

Type of communication: Two-way communication

Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its publics. 

Source<—— ——> Receiver 

<———Feedback

Research: Evaluative research is used to determine the success of each campaign. 

Percent: 20% (Regulated Businesses, PR Agencies.) It is largely regarded as the best of the four models.