Faculty of Public Relations – Master in Communication and Advertising

The Press Agentry Model

and
The Public Information Model

The Press Agentry Model

This model appeared in the 19th century and it is characterized by a
unidirectional communication. It is the simplest model and it useses
propaganda and persuasion trying to convince the public about the truth of the
stated ideeas. It is not based on any research and it doesn’t use accurate
information, trying only to change the public opinion with half true (or
sometimes lies) news. Although this model is in opposition to the public
relation definitions, Grunig and Hunt believe that this model is still practiced by
15% of organizations today.

Persuasive Communication
TRANSMITTER RECIEVER
(The Organisation) Fig. no. 1 The Press Agentry Model (The Public)
Propaganda

To better reflect this pattern, I chose two examples.

1. I think that one of the cases where this model is used today in
entertainment and product publicity. A well known case is, for example, The
Slimming Capsule.
A lot of people, both men and women, want to lose weight fast and with
no big effort and this is what The Slimming Capsule promises. I’ve heard lots of
them complaining to me that they don’t feel very good after taking these
capsules, but that they are happy that they lose weight. So, if you try to find
information, on the internet or in the newspapers, about this product and its
effects, in most cases, you will find that it has a positive review. You can rarely
find true info about the headakes, stomachakes or calcium falls all caused by
The Slimming Capsule.

Alexandra Ilie - 1st year MCPE 1

 Faculty of Public Relations – Master in Communication and Advertising

From my opinion this is a great example of half true information and

presuasion information. Statring from the idea of getting slim, and reppeating it
so all you can remember is this statement, they ignore to inform the public
about the negative effects that these capsule may have on our health. Maby it
works, maby it helps you lose weight, but you don’t know the whole story and
all the contradictions of the drug.

2. Another example is Pentrom, the largest oil and gas producer in South
Eastern Europe. Petrom has adopted a new strategy in the last years and
together with advertising agency Ogilvy Group has developed a
social responsibility program which aims to modernize the fleet of
five cities in the country according to European standards. As a
result of the project cities such as Bucharest, Pitesti, Moineşti,
Targoviste Timisoara and will benefit the "Parks for the Future", a
project estimated at 1.5 million as part of the campaign "Respect for
the Future", launched in early Petrom 2007.
The "Parks of the Future" was appreciated both by the journalists and
the media and recieved the highest honor awarded to the
Romanian PR Award, the "Golden Award for Excellence." The project
was appreciated in the "People for People'' gala, where it won in the
"Community Programs" category.
This is the best way to see The Press Agentry Model. Everybody
must know that Petrom is one of the biggest sources of polution in the
South Eastern Europe. Hiding behing these ecological strategies
shouldn’t make us forget about the reality: they may be probably
creating new parks, but they are also the ones destroing them along
with our health.
Today no company can afford not to be perceived as
environmentally irresponsible. As climate change (and this is widely
publicized in the recent years) they had to raise awareness of the
need actions in this area. And this is why we are presented only halfs of
truth, and persuasive ideas that Petrom is fighting for the Earth’s health!

Alexandra Ilie - 1st year MCPE 2

 Faculty of Public Relations – Master in Communication and Advertising

The Public Information Model

The Public Information Model it is also a unidirectional communication
model but it differs form The Press Agentry Model, as in the early 20 th century,
the PR types turned to the truth accuracy in communication and information.
So, the accent was put on the ethical practices. Though the PR person used no
formal research, the role of the communication is information and winning the
public by presentiong them the truth, the exact event, using a transparent
policy. It is also expected today that it is used in about 50% of organizations,
primarily government agencies, nonprofit organizations and associations.
Organizations practicing this model try to represent the interests of both
organization and public interest.

Dissemination
TRANSMITTER RECIEVER
(The Organisation) (The Public)
The important truth

Fig. no. 2 The Public Information Model

My two examples for this model are:

1. Like I said above, The Public Information Model is about presenting
accurate information.
The announcement made about the launch of the platform “Sa Margelim!Ro” is
one of the cases where this model was applied. The Bijou Smart team, the sole
creator of handmade jewelry manufacturing workshop in
the country, is launching platform " Sa Margelim!Ro ", an
online store where you find all the accessories and tools necessary to create
the most beautiful handmade jewelry.
You are informed that you can find clear images on the site
www.samargelim.ro very to see exactly what you buy and if you are a beginner
or just doubtful, the heading "Why do I need to create ..." takes you to the right
accessories for each type of jewelry.

Alexandra Ilie - 1st year MCPE 3

 Faculty of Public Relations – Master in Communication and Advertising

I believe this is a good example of The Public Information Model as the

press release only contains clear and accurate information about the lounching
of a handmade jewelry platform and it also presents the manner you can use it
and what you can find on the site. These information can easily be verified so
there is no point in using lies or half-truths.

2. Another good example can be the press release of Orange in which the
announce us that they have a new strategy and a new slogan:”today changes
with Orange”. Orange aims to become a "digital coach", to continue to offer
innovative, next-generation phones and support new technologies.
Taking this commitment to customers is part of the
strategy of France Telecom - Orange: Conquests 2015.
Overall, the strategy for the next five years involves
initiatives and ambitious projects to create a balance
between financial performance and social development.
Domestically, policy initiatives will be tailored to country-specific group is
present.

New signature brand was first introduced in the communication

campaigns in France in November 2010 and now in Romania. This will be
gradually adopted in other countries of the France Telecom Group - Orange.
Just as in the previous example, there are presented only accurate
information about the new strategy adopted by Orange Company and by
France Telecom Group. The share with us their position and the services and
products they want to develop in order to satisfy the costumers future needs.

Alexandra Ilie - 1st year MCPE 4