Revision W1

Revision W1

1. Grunig and Hunt 4 forms of activity

   • Press agentry - attention in anyway possible
   • Two way asymmetrical - identifies how to persuade publics to behave as you want
   • Public information - disseminating accurate favourable information
   • 2 way symmetrical - dialogue, behaviour on both sides

2. Craft PR - Techniques/Doing Craft PR Techniques orientation Emphasis on getting things done - (implementation side) Being efficient (cost/ time focused) Being proficient at communications techniques (technician roles) Being told what to do

3. Professional PR - the strategy Professional PR Strategic orientation Emphasis on designing how and why things are done (strategic direction) Being effective (research & analysis focused) Using communications more broadly to resolve conflict and manage relationships Telling / advising what’s got to be done

4. The Excellence Model Dozier and Grunig 1995

   • Knowledge core: technical roles
   • Shared expectations: managing role
   • Participative: leadership
   • Need technical managerial and leadership to make a team

5. Van Riel 1999 can also be interpreted as a psychoanalytic model: Corporate personality: id Corporate identity: ego Corporate image: superego

6. Roles respond to functions in teams

   • advising
   • launch products
   • visual image of brand identity
   • Seen in lots of PR agencies (small teams)

7. Broom and Dozier 2000 Roles vary with responsibility

8. Theories on PR determine PR purpose

9. PR purposes are interpreted differently

10. Roles can be linked to theory, purpose or personality, organisations demands