Introduction•Purpose : Scientific Persuasion•Type of Communication : Two Way Communication•Communication Model : Provider Receiver•Model Characteristics : Uses persuasion and manipulation to influence audience to behave as the organization desires. Does it public(s) feel about the organization.

What it is?•Uses Research to develop messages that are too

likely to persuade publics to behave in a particular as the organization wants. (Gruning and White 1992)• ‘’Scientific Persuasion’’ the goal is for the public to

adjust to the organization positions.• Research and planning• Feedback?

Factors of Influence•Internal Orientation•Efficiency•Elitism•Conservatism•Central Authority•Trading

Benefits• It is very cost effective•Ability to predict public(s) behavioural patterns.•A strategy could be reviewed if any new information is found.• Incorporates lots of feedback from target audiences and publics.•Organization is in control of its information strategy.

Downsides• Even though it is a two way model it is not mutually

beneficial.• ‘Persuasion’ sounds suspicious and unethical.• Feedback is primarily not the serve the interests of publics.• Focus is to achieve a short term ‘attitudinal change’ .•Aim of the model is not to reform the organizational

behaviours.•Under this system, organization assumes an omniscient role

where it believes it knows everything.

Introduction• Purpose : Mutual Understanding• Type of Communication: Two Way Communication•Communication Model: Community Community• Model Characteristics: Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its publics

What it is?•This model seeks understanding for mutual benefit of both organization and publics.• Information is freely exchanged between both parties.• It is largely regarded as the best of the four model.•Evaluative research is used to determine the success of each campaign.

Elements•Honesty•Through Research•Open Communication•Mutual respect and understanding•Negotiation and willingness to adapt

Factors of Influence•Interdependence•Open system•Stable Image

Benefits• It builds mutual interests between parties.•End results are negotiated and are often in the interest of both parties.•Trust often leads to loyalty of the publics to the organization.

Downsides• It can be very expensive.•Negotiations could delay implementations of strategy.•End product might not reflect initial plan of organization.