Four Models of Communication zPress Agent/Publicity Model zPublic-Information Model zTwo-Way Asymmetric Model zTwo-Way Symmetric Model

Press Agentry/Publicity Model zPurpose: Propaganda zCommunications: 1-Way, Complete Truth NOT Important zModel: Source Receiver zResearch: Little zExample: zUsed Today: Athletic events, Theatre, Product Promotion

Public Information Model zPurpose: Spread Information zCommunications: 1-Way, Complete Truth IS Important zModel: Source Receiver zResearch: Little zExample: zUsed Today: Governments, Business and Non-Profits

Two-Way Asymmetric Model zPurpose: Scientific Persuasion zCommunications: 2-Way, Unbalanced Effects zModel: Source Receiver Feedback zResearch: Formative; Evaluate Attitudes zExample: zUsed Today: Competitive Businesses, Agencies

Two-Way Symmetric Model zPurpose: Mutual Understanding zCommunications: 2-Way, Balanced Efforts zModel: Group GroupFeedback zResearch: Formative: Evaluate Understanding zExample: zUsed Today: Regulated Businesses, PR Agencies, Associations

The co-orientation model Organization’s perception of Stakeholder A’s views Organization’s perception of Stakeholder A’s views Stakeholder A’s definition and evaluation of an issue Stakeholder A’s definition and evaluation of an issue Stakeholder A’s perception of organization’s views Stakeholder A’s perception of organization’s views Organization’s definition and evaluation of an issue Organization’s definition and evaluation of an issue UNDERSTANDING ACCURACY CONGRUENCY Issue AGREEMENT McLeod, J. M. and Chaffee, S. H., Interpersonal Approaches to Communications Research, American Behavioral Scientist (1973)

Organization Stockholders Government Regulators Boards of Director Community Leaders Associations Political Groups Professional Societies Employees Unions Suppliers Consumers Industrial Purchasers Users of Service Environmentalists Community Residents Voters Media Minorities Women Other Publics NORMATIVE LINKAGES FUNCTIONAL LINKAGES INPUT OUTPUT DIFFUSED ENABLING EXTERNAL LINKAGES OF AN ORGANIZATION

Four Key Linkages zEnabling Linkages zFunctional Linkages yInput linkages yOutput linkages zNormative Linkages zDiffused Linkages

Enabling Linkage zOrganization could not exist without this linkage yAuthorities yShareholders yLegal System

Functional Linkage zLinkage that give input and take output zInput Linkage yEmployees yUnions ySuppliers zOutput Linkages yCustomers yOther organizations yIndividual consumers

Normative Linkage zOrganizations that have common problems or similar values yMembership organizations yProfessional groups yAssociations

Diffused Linkage zElements in society that are not clearly identified as a formal member of organization yEnvironmentalists yCommunity Residents yMedia yOther Publics

Identifying Organization’s Linkages to Stakeholders zWho are organization’s stakeholders? yNo general group, but identified by common problem yVary from case to case yDependent on what organization does and how other individuals and organizations react to organization’s behavior zKey: What consequences of organization’s activities will have on its stakeholders and how do these consequences affect each other?