The Press Agentry Model

The crowd Agentry ModelPress agentry framework was the earlier PR mannequin. It comes out in the late 19th century Grunig Hunt, 1984. The rosiness of this influence from 1850 to 1900 and P.T. Barnum was the representative of the historical figure (Chao, 2012). Press agentry model is one-way communication as the flow of in classation is lonesome(prenominal) from the sender to the receiver, i.e. source-to-receiver communication. hatful who send out the message argon not much go no account of second fail outys response, comment, point of view and so on. Press agentry attempts to alter the act of unexclusives whereas do not have the intention to kind the behavior of the organization. Public relations whose argon under take agentry campaign for furtherance in the media in almost any way possible.Practitioners of press agentry have included so-called fathers of modern PR, Ivy Lee and Edward Bernays. In the former(a)(a) 20th Century, both were Broadway press agents, when Br oadway was the capital of the entertainment world, sooner moving on. Bernays move into constructed news that accounts for interview perceptions and biases is a sophisticated form of press agentry. His 1915 80-page press packet for the Diaghilev Ballet Russe Ameri grass tour was an early example, and his work in 1932 publicizing autos for General Motors with testimonials from business and academic leading was much elaborate.Press agents did little research aside from monitoring the media in which they sought to place favorable articles about their clients. The prototype practitioner of this model was the American impresario P. T. Barnum. He promoted circuses and other entertainment venues such as the singer Jenny Lind. Publicity continues to be a component of modern-day American PR and is utilise in sports, entertainment and product publicity, although todays practitioners argon less likely to take liberties with the uprightness. In Press Agentry publicity model, public relatio ns expects enhance the reputation of the organization among the take audience, stakeholders, employees, partners, all other associated with it by dint of manipulation. According to this model, hire public relations expects who create a positive image of their brand in the minds of tar soak up audience through arguments and reasoning. They influence their potential customers by exclusively imposing their ideas, thoughts, creative stories of their brand, USPs of the products and so on. Flow of information takes place only from the public relations expects to the target audiences. (One-Way communication)Although J. Grunig and Hunt acknowledged that there had been public-relations-like activities throughout history, they claimed that the press agents of the mid-19th century were the prototypic full- name specialists to practice public relations. These press agents practiced the press agentry/ publicity model of public relations for such heroes as Andrew Jackson, Daniel Boone, Buffal o note Cody, and Calamity Jane. The most prominent of these practitioners was P.T. Barnum, who skillfully promoted his circus performers using the axiom, in that location is a sucker born every minute.Curiosity and scepticism contend a pivotal role in the success of the press agentry model in the 19th Century, as illustrated with Barnums stunt, and to this day it calm down does. Butterick (2009) points out that we only have to look at the inner editorial pages of the tabloid newspapers, the fame magazine publishers or observe when a new movie or CD is launched to see the press agentry model in its purest form. Press agents like scoop Clifford are often seen as overlords of the industry, criminal maintenancefully manipulating the media coverage of their clients, as Butterick notes even the so-called exclusive range of a functions of semi-naked celebrities on a beach in a Sunday newspaper can sometimes be the case of a collusion between the stars publicist and photographer. Nowadays, press agentry model is still very much in use in the 21st Century. It can easily argue that the ethics involved in this model are highly questionable, and the admission from Grunig Hunt that the model has an element of propaganda attached to it does null to distil the negative connotations attached to PR as propaganda (Butterick, 2009). However, despite these criticisms, it is ultimately that the curiosity and skepticism of which ensures the press agentry model is still alive and rise in the modern day. Although the modern day PR practitioner must be more familiar with the truth, the very foundations of the model still embody whether it be to publicize a sporting event, a theatre production, or the scariest film of the decade, as in the recent movie release telepathic Activity (2009). We, the public, will either want to believe what we see, or receive out for ourselves if our skepticism can be proven correct which is wherefore this model still works for practitione rs seeking to gain the illusive media maculation and is therefore relevant for the 21st Century.Press agentry is closely associated with publicity in the entertainment world. Press agentry is the practice of attracting the circumspection of the press through technique that manufactures news. Methods associated with press agentry include staged events, publicity stunts, faux rallies or gatherings, spinning, and stopple. A common practice is the late 1800s and early 1900s, press agentry is not part of mainstream public relations. Rather, it is a practice primarily associated with major entertainment-related events, such as Hollywood premieres and boxing matches. The goal of press agentry is to attract attention preferably than gain understanding. Even today, however, the term press agent is sometimes used interchangeably with publicist in traditional Broadway theater and motion picture industries. Todays entertainment industries are populated with publicists rather than press age nts. Publicists are individuals dexterous in media relations who attempt to get the name of their clients or events in the media by carefully constructing messages that inform, educate, and persuade. Some are astute in stigmatisation and positioning strategies to aid the careers and success of their clients.In contrast, press agents want attention either good or bad in most any form. Press agentry had been called persuasion for short-term advantage through the use of truth bending and even distortion, but it can in any case be simply the staging of provocative acts to get publicity and draw attention to an individual, event, or cause. Therefore, it is understandable that one of the earliest proponents of press agentry was Phineas Taylor (P.T) Barnum, the famed American booster and promoter who put gun Gen. Tom Thumb on discover and launched a mobile circus featuring Jumbo the elephant and freak reads. Barnum was a master of press agentry. For instance, he wrote letters both pra ising and criticizing his circus show to newspaper under an assumed name.In the early part of his career, Edward L. Bernays was also a master of press agentry. He persuaded 10 debutantes to hold up Lucky Strike cigarettes manufactured by his client, the American Tobacco Company, as torches of freedom while participating in New Yorks Easter parade. In 1929, Bernays staged a global news event by organizing the Lights deluxe Jubilee, a worldwide calebration commemorating the 50th anniversary of the electric crystallise bulb for his client, General Electric. Bernays managed to secure several prominent individuals for that event, including carmaker atomic number 1 Ford, electricity scientist Thomas Edison, and President Herbert Hoover.Henry Rogers, one of the founders of Rogers and Cowan, the largest and most booming West Coast entertainment publicity firm, became well known when he promoted an unknown contract player for Columbia Pictures named Rita Hayworth. He contacted heart mag azine with a telegram from the Fashion Couturiers Association of America, a fictitious group, claiming that Hayworth was the best-dressed off-screen actress. Look magazine took the bait and put Hayworth on the cover and published 10 pages of her photographs.Characteristic of Press AgentryPress agentry is ink. A sales-driven approach does whatever it takes to get ikon for clients in the media without resorting to paid advertising. Press agentry is not above truth-bending or lying to reach its pragmatic objective. It will make up facts if it ask to do so. It is persuasion for short-term advantage. Press agentry is a long-standing part of PR, and it system go away. Press agentry has transformed over the decades into ink with ethics, that is getting exposure while maintaining respect for facts, but if all else fails, getting exposure is more important than facts.Press agentry relies on spin. It is interpreting facts to fit ones view and to get media coverage. Christopher Buckleys hil arious novel, Thank You for Smoking lampoons this type of practitioner brilliantly, and post-presidential debate explanation from Democrats and Republicans is a quadrennial example of spinning. Press agentry includes any technique that manufactures news which are publicity stunts, faux surveys, fake committees, constructed events and other tactics practitioners continue to use.Propaganda categorise as one of the characteristic of press agentry model (Grunig Hunt, 1984). The term of propaganda in press agentry model, refer to PR practitioner exaggerate and more hype than facts in order to get publicity for their client. They will not care the public feedback and just want the public behave as they want. This model involves a propaganda function (Grunig Hunt, 1984 pp. 21) and academics such as Butterick (2009), Theaker (2004), and Johnston Zawawi (2004) agree that accuracy and believability are somewhat compromised as the goal of the model is to influence the audience by manufact uring news, be that by way of stunts or explicit publicity seeking. Butterick (2009) states that practitioners who use this model become press agents, utilising a range of PR tools from press releases to publicity stunts which in turn ensures that an audience takes a peculiar(prenominal) course of action.