Caiet de exerciţii Exercises for advanced students

6. Translate the following text:

To aid in understanding the history of formal public relations as well as its practice today,
Professors James E. Grunig of the University of Maryland and Todd Hunt of Rutgers: The State
University of New Jersey have constructed four models of public relations. All four models are
practiced today, but the “ideal” one – that in increasing use – is the two-way symmetric model.
They explain their models in their 1984 book Managing Public Relations:
Press Agentry/Publicity. Propaganda is the purpose, sought through one-way communication that
is often incomplete, distorted, or only partially true. The model is source→receiver. Communication
is viewed as telling, not listening, and little if any research is undertaken. P.T. Barnum was the
leading historical figure during this model’s heyday from 1850 to 1900. Sports, theater, and product
promotion are the main field of practice today.
Public Information. Dissemination of information, not necessarily with a persuasive intent, is the
purpose. The model is source→receiver. Research, if any, is likely to be confined to readability
tests or leadership studies. Ivy Lee is the leading historical figure during this model’s early
development period from about 1900 into the 1920s. Government, nonprofit associations, and
business are primary fields of practice today.
Two-Way Assymetric. Scientific persuasion is the purpose and communication is two-way, with
balanced effects. The model is source→receiver with feedback (←) to the source. Research is both
formative, helping to plan an activity and to choose objectives, and evaluative, finding if the object
has been met. Ivy Lee is the leading historical figure during the model’s period beginning in the
1920s. Competitive business and public relations firms are the primary places of practice today.
Two-Way Symmetric. Gaining mutual understanding is the purpose, and communication is two-
way with balanced effects. The model is group→group with feedback (←). Formative research is
used mainly both to learn how the public perceives the organisation and to determine what
consequences the organisation has for the public, resulting in the counseling of management about
policies. Evaluative research is used to measure whether a public relations effort has improved both
the understanding publics have of the organisation and that which management has of its publics.

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