International PR: Grunig's Two-Way Communication Model Application

This report analyzes Grunig's two-way symmetrical communication model and its application within the context of international public relations, specifically focusing on its relevance for an Australia-based PR company, Ogilvy Public Relations, expanding into Shanghai. The report discusses the model's emphasis on mutual benefits, open communication, and ethical considerations, highlighting its suitability for non-western cultures where language and cultural differences exist. It emphasizes the importance of feedback and maintaining equilibrium between the organization's interests and those of its public. The report also acknowledges the model's limitations, such as the potential for unequal benefits and the need for ethical judgment by PR professionals. The report concludes by underscoring the importance of ethical principles in PR practices. The report references key academic sources such as Grunig's Excellence Theory and other relevant publications on international public relations and communication management.

Running head: INTERNATIONAL PUBLIC RELATIONS
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Name of the Student:
Name of the University:
Author note:

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THE SPEECH
“Good morning everyone and welcome to all the new recruits and the old ones as
well. What is Public Relations? Is it communication tool or is it a marketing tool? Are the
two different? There are several questions in the mind of a person while thinking about a
career in PR. Public relation is an amalgamation of both the concepts it is brand of marketing
communication (Guth & Marsh, 2016). PR is often misunderstood with events as people
associate PR with just events but that is just a part of the process. PR for a company or a
brand requires strategizing and coordination. And hence this speech is going to be about
implementation of a communication process which might be advantageous for the company.
My speech would be on the analysis of the Grunig’s two-ways communications
strategy and its application in a non-western culture. As an Australia based Public Relations
Company the resources needs to work on the internal communication process so that the
company can effectively satisfy the requirement of the reputed clientele. At this joint training
day, where staff members from Australian office and Shanghai office are present here, I hope
this speech would encourage all.
The Ogilvy Public Relations are an Australia based PR company that focuses on the
influencer management, change in behavior, improvement and amplification of brands’
reputation and favorability among its public (Ogilvypr.com, 2017). The company works with
largest international brands, institutions and organizations. An organization will only work
towards success and growth when the people associated with the company will communicate
among one another. Hence, let’s engage in an exercise which will be conducted in pairs. I
request every even number seat person to turn towards the person on your left. Now, ask few
basic questions to each other so that you may get to know the person better, you will just get
two minutes for this exercise.

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Good! Now that you have at least known something about the person next to you lets
continue. PR is all about socializing the using the communication skills in the right way and
in the time that is given. If you got to know anything more than the name and area of interest
of that person you are good to go in this industry for the rest you WILL learn do not worry.
The communication strategy that is thought to be implemented is Grunig’s two-ways
symmetrical communication model. This concept has been described in the Grunig’s
Excellence Theory. This PR communication model focuses on the mutual beneficial factors
of the organizations and its audience. This communicational model is applicable for the any
PR agencies in anywhere in the world as this model works on the communication strategies
where language and culture are not issues of concern (Kim et al., 2013). Therefore, I can say
that Grunig’s two ways symmetrical communication model is well fitted in the non-western
cultures and is applicable for the new project of The Ogilvy Public Relations that has a new
venture to open up a branch in the Shanghai, where the language and culture is different from
that of Australia.
This communication model is liberal in a sense that it emphasizes on the more
humanitarian aspect to accommodate compromises and make important changes in the
operations of an organization in concern for accommodating its public. It is not based on the
one-sided persuasion, however, this honest and two ways communication model undertakes
mutual give and take policy (Dozier, Grunig & Grunig, 2013). He says feedback is important
in a communication process so as to understand the perception of a piece of message from the
sender. The purpose of this procedure is to maintain equilibrium in between the interest of the
organization and their public.
The communication models that are practiced in the non-western world are
considered as an ethical model for communication as it is suitable to the countries, including
the Grunig’s two-ways symmetrical communication theory. However, if Grunig’s theory is

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well suited in the non-western countries then the practitioners encounter no problems and it is
completely ethical to practice. The model primarily focuses on an open communication
structure which will build trust among the people within the organization as well as with the
stakeholders.
I would like to conclude by stating the disadvantages, every concept and systems have
pros and cons, so does this model. I am discussing it last so that there is a lingering effect as
all of us have to keep these in mind. This system does not guarantee equal benefits to all who
are involved. The professional should have a conscious and should be able to judge the limit
to ensure mutual benefit. Being ethical and having a principle defines the personality of a
person and that should never be forgotten.

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References
Culbertson, H. M., & Chen, N. (2013). International public relations: A comparative
analysis. Routledge.
Dozier, D. M., Grunig, L. A., & Grunig, J. E. (2013). Manager's guide to excellence in public
relations and communication management. Routledge.
Grunig, J. E. (Ed.). (2013). Excellence in public relations and communication management.
Routledge.
Guth, D. W., & Marsh, C. (2016). Public relations: A values-driven approach. Pearson.
Kim, J. N., Hung-Baesecke, C. J. F., Yang, S. U., & Grunig, J. E. (2013). A strategic
management approach to reputation, relationships, and publics: The research heritage
of the excellence theory. The handbook of communication and corporate reputation,
197-212.
Ogilvypr.com. (2017). Ogilvy Public Relations -. Ogilvy Public Relations. Retrieved 13
October 2017, from https://www.ogilvypr.com/

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