In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences.
Four Models of PR” by Michael Shiflet and Jasmine Roberts is licensed under CC BY 2.0
These models serve as guidelines to create programs, strategies, and tactics. Grunig and Hunt (1984) developed four models of public relations that describe the field’s various management and organizational practices. What to Expect from a PR Agency with Kate Finley This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. Some of them also deal with crisis communication and help to salvage a brand’s integrity and reputation during a negative event. Public relations professionals are in charge of a wide range of communication activities that may include increasing brand visibility and awareness, planning events, and creating content. Click here for more information on what you can expect in a public relations career. These public conversations often take place through mass media and social media, which is why public relations professionals need to understand how to work with and write effective messages for the media. Simply put, public relations helps to influence an audience’s perceptions by building relationships and shaping public conversations about a client or company. The Public Relations Society of America (PRSA) defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (2016, para.
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