Grunig and Hunt's Four Models of Public Relations

Grunig and Hunt (1984)s four models of public relations are mayhap the more or less commonly used theories in the field. They are recyclable in that they divide a complicated subject division into four fundamental areas which can then be separately addressed. Corporations may refer to these models in establishing their CSR efforts.

For example, the first area (Press Agentry) turn overs with the activities of those who leave behind do anything to gain publicity. Perhaps Bransonesque stunts are not capture for establishing convincing social responsibility, but certainly widespread advertize of a particular endeavor (such as BPs unspotted go off promise) will be beneficial. The Second model describes the modern complexities of the growingly high-fidelity one-way information for corporations. An effective example of this can be seen in Shells unexpectedly honest environmental reporting; companies indirect request to be seen as ethical must adopt akin strategies whether they be communicated through large scale media organisations or mayhap through the companies own website (a cheaper and safer option). Model 3 and 4 deal with asymmetric and symmetric two-way communication respectively. Some stupefy by the existence of a true symmetric model is not possible, but Grunig and Hunt (1984) insist it to be the most effective. Companies should pattern to implement CSR programs that consider the objective of the PR work to be as principal(prenominal) as or more important than the company itself; such as the aforementioned BP pulling forbidden of a potentially lucrative Alaskan Oil boring project in the interests of the environment.

I firmly believe that in most cases where a corporation is attempting to become more responsible, the strategy is bonny another method of gaining competitive advantage in a growing market.



A corporations need to differentiate themselves from competition in a society where the consumer is more informed than ever in advance means that CSR is an important facet of any corporations strategic planning.

BPs news report (through extensive advertising) of cleaner petrol was just a byproduct of an unselfish socially responsible program to compose cleaner more competent fuel? I dont think so! BPs efforts to create cleaner/better fuel is a clever effort to create a distinguishable product in a self-colored market whilst building a favourable reputation. As Leisinger (2002) states:

In 1994, according to a survey conducted by the Walker question Institute, some 78% of American consumers avoided products from companies of which they had negative perceptions; 48% of these consumers state that their purchasing decisions were influenced by the morality of companies business practices.

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