“Press agentry. One-way (information) dissemination focusing on publicity for persuasion/attention.
Public information. One-way (information) dissemination providing information.
Two-way asymmetrical. Two-way (research), which is imbalanced in favor of persuading publics to support the organizations’ interests.
Two-way symmetrical. Two-way (research), which is more balanced in terms of creating mutual understanding; moving equilibrium.”
Bowen, S. A., Martin, T. R., & Rawlins, B. (2012). An overview of the public relations function. Business Expert Press.
McCombs, M. (2012). Civic osmosis: The social impact of media. Comunicación y Socieda, 25(1), 7-14
McCornack, S. (1992). Information manipulation theory. Communication Monographs, 59(1), 1-16. https://doi.org/10.1080/03637759209376245
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37. https://doi.org/10.1016/S0363-8111(02)00108-X
Rawlins, B. L. (2006). Prioritizing stakeholders for public relations. Institute for Public Relations, 1-14. http://painepublishing.com/wp-content/uploads/2014/03/prioritizing-stakeholders-Rawlins.pdf
Hamilton, P. K. (1992). Grunig's situational theory: A replication, application, and extension. Journal of Public Relations Research, 4(3), 123-149. https://doi.org/10.1207/s1532754xjprr0403_01
Dennis, A. R., Fuller, R. M., & Valacich, J. S. (2008). Media, tasks, and communication processes: A theory of media synchronicity. MIS Quarterly, 32(3), 575-600. https://doi.org/10.2307/25148857
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