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The Roles of Developmental PR in Africa s Development By Sunday Odedele MCIPR MPRII e-mail sundayodedele prforafrica.org Keywords Development under-development developing and under-developed nations developmental public relations public relations. THE ROLES OF DEVELOPMENTAL PUBLIC RELATIONS IN AFRICA S DEVELOPMENT Background Africa is a third world continent suffering from under-development its growth rate is snailish facing avalanche of economic and social maladies. Geography A composite...

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Now that we've given a brief history an explanation of PR it's worth explaining the theory of PR a little deeper in 1984 James grunting and Todd hunt published the four models of public relations as part of their book managing public relations the model describes the different forms of communication between an organization and its public the first form of communication is the press agent the second is the public relations information model the third is the asymmetric persuasion model and the final one the two-way symmetrical model has become accepted as a formal definition of best practice for communication in the Western markets between an organization and its audiences one the press agent uses persuasion and manipulation to influence audiences to behave as the organization desires with roots in the 19th century press agents work to influence public opinion by creating news PT Barnum was a master of the art form weaving fantasy and half-truths to the public information model as discussed in the previous Ivy Lee section uses press release and other one-way communication techniques to distribute organizational information the move away from pseudo-events and half-truths was a significant shift toward more ethical practices 3 the 2-way asymmetrical model as discussed in the previous Edward Bernays section uses persuasion and manipulation to influence audiences to behave as the organization desires it does not use research to find out how the public feels about the organization the post-world War two rises in consumer products created a need for this kind of targeted scientific marketing PR played a role under the two-way asymmetrical model practitioners used research to get inside the heads of consumers and to help fashion the sell messages grannie gun hunt called its scientific persuasion, and it remains the stock-in-trade of advertisers everywhere the model calls itself two-way but the goal is anything but balanced it incorporates lots of feedback from target audiences and public's, but it's all about persuasion to trigger a transaction and that's why it's popular with mark this will be discussed more in the PR and persuasion section for the two-way symmetrical model can best be viewed in comparison to the asymmetrical version it uses communication to negotiate with the public resolve conflicts and promote mutual understanding and respect between the organization and its stakeholders it relies on honest and open two-way communication a mutual give-and-take rather than one way persuasion it focuses on mutual respect and efforts to achieve mutual understanding its emphasizes negotiation and a willingness to adapt to make compromises it requires organizations engaging in public relations to be willing to make significant adjustments in how they operate in order to accommodate their public sit seems to be used more and more by nonprofit organizations' government agencies and heavily regulated businesses such as public utilities than by competitive...

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