Linear, 4 Models and Excellence Theory

Lee Edwards (2006)

'Early communications and theories were relatively simple, focusing on the actual process of one-way persuasive communication and consisting of the following concepts:

-> Sender (who) -> Message (says what) -> Channel (which) -> Reciever (whom) -> Effect (what)

• Does not attend to the environment in which communications takes place
• Assumes that messages are recieved 
• Does not consider peoples different interpretations of messages
• Does not consider recipients communicating amongst themselves
• Assumption that messages always have effects
• Noise = Distractions

'Passion drives their staff to the kind of brilliant ideas that cut through to consumers facing a wall of marketing noise the kind of cut through that inspires the consumer to believe in you; to buy your brand'

(See mind map for diagram)

Incorporates feedback and noise

• Formulates messages - Encoding
• Readers, listeners, viewers interpret messages - Decoding

• Strategic management
• Seperate from marketing
• Direct reporting relationship to senior management
• Single, integrated department
• Two-way symmetrical model
• Senior practitioner's managerial role
• Potential of public relations department
• Schema for public relations
• Equal opportunities
• Activism
• Top management support
• Supportive organisational context

• Press agency
• Public information
• Two-way asymmetric
• Two-way symmetric

• Propaganda
• One-way: a form of 'telling'
• Involves information that is 'incomplete, distorted or half-truth'
• Source --> receiver
• Lack of research, more gut feeling, informal
• Issue: Misleading the public goes against CIPR code of conduct

• Dissemination of 'objective' information
• Another form of 'telling' but one in which truth important
• Source --> receiver
• Limited research
• Consideration: Information to the public still conveyed through one-way communication
• 'Truth' is subjective

• Seek to persuade target publics to accept organisation's point of view
• Use research into attitudes and behaviours to persuade
• Notes definitions of PR that emphasise persuasion
• Two-way: imbalanced
• Source --> <-- Receiver + Feedback
• But the organisation does not change as a result
• Still common
• Persuasion not ideal in this model

• Two-Way communication that is a dialogue
• Note definitions of PR that emphasise mutual understanding
• Most sophisticated - leading to change in both audience and organisations position - supposed keystone of excellence - ethical and effective
• Key criticism: Viewed as idealistic, vested interests distort balanced communications, social, and environmental context of PR means there is a focus on corporate interests

• Builds on concepts from game-theory negotiation, conflicts and cooperation and balancing interests
• How to create win-win zones
• (See mind map for diagram)

1. Pure asymmetry model = communication used to dominate public

2) Pure cooperation model = Communication used to convince dominant coalition to cave into public's position

3) Two-way model = Communication used to move public, dominant coalition or both to acceptable 'win-win' zone