Which PR model is considered the ideal and was renamed the Excellence Model?

Which PR model is considered the ideal and was renamed the Excellence Model?

• A. Public Information Model
• B. Two-way Asymmetrical Model
• C. Two-way Symmetrical Model
• D. Press Agentry Model

Answer: (B)

Two-way symmetrical communication is the approach that treats publics as partners and uses ongoing research and feedback to shape actions that benefit both sides. This balanced, reciprocal exchange builds trust, legitimacy, and durable relationships, which in turn improve organizational outcomes. Because of its effectiveness in aligning an organization with its stakeholders, this model was highlighted in the Excellence Theory as the ideal practice and is often referred to as the Excellence Model. Other models are more one-sided or aimed at persuasion rather than genuine dialogue: the Public Information Model focuses on spreading factual information without seeking much feedback, the Press Agentry Model emphasizes hype and publicity with little concern for accuracy, and the Two-way Asymmetrical Model uses feedback mainly to persuade the public to the organization's advantage rather than to foster mutual understanding.

Two-way symmetrical communication is the approach that treats publics as partners and uses ongoing research and feedback to shape actions that benefit both sides. This balanced, reciprocal exchange builds trust, legitimacy, and durable relationships, which in turn improve organizational outcomes. Because of its effectiveness in aligning an organization with its stakeholders, this model was highlighted in the Excellence Theory as the ideal practice and is often referred to as the Excellence Model.

Other models are more one-sided or aimed at persuasion rather than genuine dialogue: the Public Information Model focuses on spreading factual information without seeking much feedback, the Press Agentry Model emphasizes hype and publicity with little concern for accuracy, and the Two-way Asymmetrical Model uses feedback mainly to persuade the public to the organization's advantage rather than to foster mutual understanding.