James Grunig's Four Models of Public Relations

Another area to study for the APR exam: James Grunig's Four Models of Public Relations. Lengthy scholarly articles can be found on this topic. Here's a synopsis:

Model 1: Press Agentry/Publicity. A one-way communication method using persuasion to convince audience to behave according to the press agent's agenda (e.g. P.T. Barnum).

Model 2: Public Information. A "journalist in residence" distributes press releases in a one-way communication method. This model is focused on outputs, but does not concern itself with feedback from its audience.

Model 3: Two-Way Asymmetrical. The public relations pro incorporates feedback into efforts to manipulate the audience to behave according to his/her organization's agenda.

Model 4: Two-Way Symmetrical: This method uses communications and feedback as tools to promote mutual understanding and conflict resolution between the public and the organization.

It seems to me that for true health care reform to occur in the United States, we all need to focus on contributing to two-way symmetrical engagement. Otherwise, we'll end up with another Congressional circus--one that P.T. Barnum would appreciate.