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ERIC Number: ED310475
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 22
Abstractor: N/A
Reference Count: N/A
Using Grunig's "Indices for Models of Public Relations" To Differentiate Job Functions within Organizations.
Reagan, Joey; And Others
A study was conducted to determine the function of a firm within the context of public relations practice. The assessment of James E. Grunig's "Indices for Models of Public Relations" (an instrument for measuring the type of public relations practiced by an organization) was of primary concern. This instrument places public relations practice into four models: (1) one-way asymmetrical primarily serves propaganda purposes; (2) one-way symmetrical provides dissemination of information; (3) two-way asymmetrical attempts to persuade; and (4) two-way symmetrical tries to develop mutual understanding. A sampling of 136 public relations practitioners from the state of Washington responded to the 16-item "Indices" questionnaire in order to describe their job. Results indicated there is no significant relation between the one-way scales and the two-way scales and an inability to clearly distinguish job functions. This information indicates that the "Indices" may not be able to distinguish among the four types of organizations. These "Indices," however, are clearly useful in distinguishing between the two types (one-way or two-way) of public relations organizations. The low explained variance and the low loadings on two items suggest that a more fully developed scale may be more useful. A larger number of items may not only increase the reliabilities, but they may also increase the differentiation among the four models. (Four tables of data are included; 10 notes and a copy of the "Indices" and a Job Function List are attached.) (MG)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Washington