The document discusses two major public relations theories: press agentry and two-way symmetrical. It provides examples of how each theory translates to current PR practice, including through new media. The document evaluates PR activities through the lenses of these theories and compares the advantages and disadvantages of each approach. It suggests preparing and presenting PR strategy recommendations based on this analysis.

1. Grunig vs Cameron Reloaded
pr| theory| pratice| web2.0

2. From me
Present two major opposing public relations as pratice
theories
Provide new media examples
Discuss how theories translate into current pratice
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3. To you
Evaluate current public relations activities through the
theoretical lenses provided
Compare the advantages and disadvantages of each
theoretical approach
Prepare, design and present your own strategy
suggestions
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4. 4 models
Press agentry
Public information
2-way asymmetrical
2-way symmetrical
(Grunig & Hunt, 1984)
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5. Press agentry
source receiver
product promotion
sport
theatre
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6. Here for the business
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7. Ana ADI | twitter: ana_adi | http://anaadi.wordpress.com

8. Public information
source receiver
government
non-profits
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9. Telling you a story to tell
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10. 2-way asymmetrical
source receiver
for-profit sector
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11. 2-way symmetrical
group group
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13. Ana ADI | twitter: ana_adi | http://anaadi.wordpress.com

14. 4 models (Grunig & Hunt, 1984)
Press agentry
broadcast?
Public information
2-way asymmetrical
2-way symmetrical does it really exist?
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15. variables include: internal and external
It depends variables among which are external threats,
competitive environment, public characteristics,
issue under pressure, PR dept characteristics, (Cameron et al.,1997)
dominant coalition stance etc...
the 2-way symmetrical is an ideal of communication
communication is by default asymmetrical
accommodation advocacy
87 variables
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16. References
CAMERON, Glen T., CANCEL, Amanda E., SALLOT, Lynne M., MITROOK,
Michael A., It Depends: A Contingency Theory of Accommodation in Public
Relations., Journal of Public Relations Research, 1997, Vol. 9 Issue 1, p31-63
GRUNIG, James E. and HUNT, Todd, Managing Public Relations, Holt, Rinehart
&Winston, New York, 1984
http://your.flowingdata.com/mentionmap/
http://twitteranalyzer.com/
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