Organizations must realize that they are not immune from potential credibility problems. In realizing this, organizations must seek the help of other credible institutions to re-establish its credibility. Rose(1991)Lesly (1992) noted that an organization must have expertise in five areas which are: vKnowing the situation and the climate.vKnowing your people.vKnowing your adversaries.vKnowing what to do.vKnowing how to do it. 3.Grunig's Four models of Public Relations (Grunig, J. E.1984, pg56-57)Model NameType of CommunicationModel CharacteristicsPress agentry/publicity modelOne-way communicationUses persuasion and manipulation to influence audience to behave as the organization desiresPublic Information modelOne-way communicationUses press releases and other one-way communication techniques to distribute organizational information. Public relations practitioner is often referred to as the "journalist in residence.One-way asymmetrical modelOne-way communicationUses persuasion and manipulation to influence audience to behave as the organization desires. Does not use research to find out how it public(s) feel about the organization.Two-way symmetrical modelTwo-way communicationUses communication to negotiate with publics,resolve conflict, and promote mutual understanding and respect between the organization and its public(s).3a) The two-way symmetrical model would have been most effective for Mcdonald’s.vThe need of two-way communication to learn the consequences of what they are doing on all their relevant publics, not just their employees, and their associates.vThe need two-way communication to tell the publics what they are doing about any negative consequences.3b) The Public Information model would have been most effective for anti- Mcdonald’s group.Nope! Mcdonald’s adopted the One-way asymmetrical model (one-way communication) strategy. It backfired because the company did not conduct any background research...
