Models of Communication: Press Agentry, Public Information, Two-Way Asymmetrical, Two-Way Symmetrical

In the Press Agentry/Publicity Model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. In this model, accuracy (correctness) is not important! (fake news, propaganda)

The Public Information Model moves away from the manipulative tactics used in the Press Agent Model and presents more accurate (real) information. However, the communication pattern is still one-way. Practitioners do not conduct audience analysis research to guide their strategies and tactics. Some press releases and newsletters are created based on this model. No specific audiences were targeted or researched beforehand. mas comun

The Two-Way Asymmetrical Model presents a more "scientifically persuasive" way of communicating. Content creators do research to understand the audience's attitudes and behaviors, which in turn informs the message strategy and creation. Persuasive communication is used in this model to benefit the organization more than the audiences; therefore, it is considered asymmetrical or imbalanced. This model is particularly popular in advertising and consumer marketing (to increase profit).

The Two-Way Symmetrical Model attempts to create a mutually beneficial situation. It is the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies.