Strategic Media Planning

submit a 1500 words paper on the topic Strategic Media Planning: Public Relations. Hallahan (2001) and L. Grunig, J. Grunig and Dozier (2002) stated that the public information model is still the most trusted public relation tool among marketers. Hallahan (2001) pointed out that although public information is a one-way communication model, the model differs in a significant proportion in comparison with the press agentry model. L. Grunig, J. Grunig, and Dozier (2002) found that almost 40% of organizations and government associates prefer to use the public information model in the form of press releases, information brochures, information through TV, static web contents etc. In the case of public information, truthful information is communicated to people, but the sender of the message is not sure whether anyone will go through the communicated information or not. However, L. Grunig, J. Grunig, and Dozier (2002) pointed out that generally customers and common people are the major stakeholders, but still their engagement level is pretty much low in case of the public information model. As communication is one-way, there is not much scope available for people to provide their feedback to the sender of the message. Although modern marketers are using static web contents to spread public information, that is not the type of social media information which offers two-way information exchanges. During the time of an election, governments give press releases regarding their success and work in the last tenure in order to influence voting decisions of the public and that can be an example of the public information model (Laskin, 2009). Although the model provides truthful information to stakeholders, lack of stakeholder engagement is the major challenge and weakness of the model.

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