Four Models of Communication z Press AgentPublicity Model

Four Models of Communication z. Press Agent/Publicity Model z. Public-Information Model z. Two-Way Asymmetric Model z. Two-Way Symmetric Model

Press Agentry/Publicity Model z Purpose: Propaganda z Communications: 1 -Way, Complete Truth NOT Important z Model: Source Receiver z Research: Little z Example: z Used Today: Athletic events, Theatre, Product Promotion

Public Information Model z Purpose: Spread Information z Communications: 1 -Way, Complete Truth IS Important z Model: Source Receiver z Research: Little z Example: z Used Today: Governments, Business and Non-Profits

Two-Way Asymmetric Model z Purpose: Scientific Persuasion z Communications: 2 -Way, Unbalanced Effects z Model: Source Receiver Feedback z Research: Formative; Evaluate Attitudes z Example: z Used Today: Competitive Businesses, Agencies

Two-Way Symmetric Model z Purpose: Mutual Understanding z Communications: 2 -Way, Balanced Efforts z Model: Group Feedback z Research: Formative: Evaluate Understanding z Example: z Used Today: Regulated Businesses, PR Agencies, Associations

The co-orientation model Issue Organization’s definition and evaluation of an issue Stakeholder A’s definition and evaluation of AGREEMENT an issue UNDERSTAND ING CONGRUENCY Organization’s perception of Stakeholder A’s views CONGRUENC ACCURACY Stakeholder A’s perception of organization’s views Mc. Leod, J. M. and Chaffee, S. H. , Interpersonal Approaches to Communications Research, American Behavioral Scientist (1973)

EXTERNAL LINKAGES OF AN ORGANIZATION Stockholders Government Regulators Boards of Director Community Leaders ENABLING INPUT Employees Associations Unions NORMATIVE Political FUNCTIONAL Suppliers Organization LINKAGES Groups LINKAGES Professional Consumers Societies OUTPUT Industrial DIFFUSED Purchasers Users of Service Environmentalists Community Residents Voters Media Minorities Women Other Publics

Four Key Linkages z. Enabling Linkages z. Functional Linkages y. Input linkages y. Output linkages z. Normative Linkages z. Diffused Linkages

Enabling Linkage z. Organization could not exist without this linkage y. Authorities y. Shareholders y. Legal System

Functional Linkage z. Linkage that give input and take output z. Input Linkage y. Employees y. Unions y. Suppliers z. Output Linkages y. Customers y. Other organizations y. Individual consumers

Normative Linkage z. Organizations that have common problems or similar values y. Membership organizations y. Professional groups y. Associations

Diffused Linkage z. Elements in society that are not clearly identified as a formal member of organization y. Environmentalists y. Community Residents y. Media y. Other Publics

Identifying Organization’s Linkages to Stakeholders z. Who are organization’s stakeholders? y. No general group, but identified by common problem y. Vary from case to case y. Dependent on what organization does and how other individuals and organizations react to organization’s behavior z. Key: What consequences of organization’s activities will have on its stakeholders and how do these consequences affect each other?