PR Model for the Future

In 1984, when communication scholars James Grunig and Todd Hunt unveiled their four models of public relations, they performed a great service to those either in or looking to get into the profession. The four models  provided clear definition to the different styles in which public relations was carried out. The four models were press agentry (designed to promote), public information (designed to inform), two-way asymmetrical (designed to persuade) and two-way symmetrical (designed to establish partnerships). Grunig-Hunt's insights were as timely back in 1984 as they are today.

Two of the models, in particular, remain especially relevant in current times. These are the models geared toward persuading others and establishing partnerships or alliances. It is these that best encapsulate the two primary purposes of any purposeful communication effort. Looking back through history, in fact, the two-way asymmetrical and two-way symmetrical models have dominated the efforts by communicators - professional and everyone else - either in their work on behalf of others as well as for themselves. The press agentry and public information models have proved to be key supporting players in the world of public relations.

Of the two-way asymmetrical and two-way symmetrical models, up till now it is the one with persuasion as its driving purpose that has been the most practiced. In a free-market society such as the United States, our nation's expansion, innovations, spirit and boldness has been defined by its efforts to persuade others to join in, take action, support, rise up, etc. In this regard, the two-way asymmetrical model has been a near-perfect fit. But as we move further into the 21st century, the question is will or should this two-way asymmetrical model be the one that continues to dominate the practice of public relations? Based on the challenges currently facing the US and much of the world, my sense is it time for the two-way symmetrical model to take center stage. Establishing and maintaining partnerships is the key to the future.