1) The press agentry/ publicity model is the practice of one way communication, telling the public almost anything to get them to act in a prescribed manner.
2) Public information/ journalism is to simply send out information you want to convey to the public, through various media channels. You do not even check to see if they got the information. So this is also one way, not really communication.
3) Two way asymmetric, the most common Public Relations practice today, is sending out information and then doing research to see if the public understands it in the way you intended. If not, then you might refine your methods.
4) Two way symmetric is the most conducive for optimum mutual benefit. It involves researching the audience and finding out what is important to them and how they get their information, as well as evaluating how the public and the company see their relationship as mutually beneficial.
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