Excellence Theory and its critics

Last  lecture (27.09) we talked about how PR used to be, how it should be and ow it is persieved now. PR used to be/persieved the same as propaganda. Propaganda for example is a something that was used in German Nazi time or Soviet Union time. Its aim was to tell something to the whole society, not to get feedback, but to to tell the people to act like the government wanted them to act.

We talked about Grunin's models of PR:
1) Press agentry/publicity
2) Public information
3) Two-way assymetrical
4) Two-way symmetrical
These models can be used simutaneously, but the best PR model in our Democratic society is the fourth one. The first model is manipulating one-way communication (propaganda). The second is just giving positive information, but no need for feedback. The third is the kind, when parties do not have equal say in matters and the fourth is the most democratic - being honest, giving positive and negative information and parties are equal.

There are some organizations that have good PR workers and for crisis it is always best to tell what is really going on, not to hide facts and blame somebody else. Eventually everything usually will come out and bad communication can cost a company its popularity and customers.