Grunigian Paradigm of Public Relations: Analysis and Critics

Abstract

The paper is devoted to the analysis and critics of grunigian paradigm. In 1984 James Grunig first proposed four models of public relations, highlighting the “two-way symmetrical” as a “model of excellence”. Today this model dominates the Anglo-Saxon scientific community as a research paradigm, but it is the object of sharp criticism, in particular, by representatives of the international group of “radical PR” created in 2008 in the Stirling Institute for Media Studies. In our opinion “symmetrical” PR provides not only ethical but also effective interaction, therefore, it is morally more preferable than any other “asymmetrical” strategies. We made the conclusion that James Grunig in his model removed public relations from wide social context. This model doesn’t allow to consider the role of PR as the practice in a wider context. Thus, the symmetric model becomes the normative model for individual practitioners in specific situations, rather than the normative theory of the role of PR in democracy.