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The Press Agentry Model Mass media Essay

The earliest PR model to appear was press agentry or publicity. It surfaced in the late 19th century and was characterized as one-way, source-to-receiver communication where in fact the circulation of information is merely from the sender to the receiver. The sender is not much concerned about the next party's reviews, reviews and so forth. Press agentry makes an attempt to change the habit of publics without changing the behavior of the business. Under the press agentry, pr strive for publicity in the media in nearly every way possible. Grunig & Hunt confirm that the model will involve a 'propaganda' function (Grunig & Hunt, 1984 pp. 21) and academics such as Butterick (2009), Theaker (2004), and Johnston & Zawawi (2004) concur that accuracy and reliability are somewhat affected as the purpose of the model is to effect the audience by processing reports, be that through stunts or 'explicit' promotion seeking. Butterick (2009) says that practitioners who use this model become 'press agencies', utilising a variety of PR tools from pr announcements to publicity stunts which means that an audience takes a specific course of action.

Press agents does little research apart from monitoring the marketing where they sought to put beneficial articles about their clients. The prototype specialist of the model was the American impresario P. T. Barnum. He marketed circuses and other entertainment locations including the performer Jenny Lind. Promotion is still a component of contemporary North american PR and is utilized in activities, entertainment and product publicity, although today's professionals are less likely to take liberties with the reality. In Press Agentry publicity model, public relations expects improve the reputation of the organization among the mark audience, stakeholders, employees, partners, all other associated with it through manipulation. Corresponding to the model, hire public relations expects who generate a positive image of their brand in the imagination of market through quarrels and reasoning. They influence their potential prospects simply by imposing their ideas, thoughts, creative testimonies of the brand, USPs of the merchandise and so on. Movement of information occurs only from the general public relations desires to the target people. (One-Way communication)

Although J. Grunig and Hunt recognized that there have been "public-relations-like" activities throughout record, they stated that the press real estate agents of the middle-19th century were the first full- name specialists to apply pr. These press agencies practiced the press agentry/ promotion model of pr for such heroes as Andrew Jackson, Daniel Boone, Buffalo Expenses Cody, and Calamity Jane. By far the most prominent of these practitioners was P. T. Barnum, who skillfully marketed his circus performers using the axiom, "There is a sucker blessed every minute. "

Curiosity and scepticism performed a pivotal role in the success of the press agentry model in the 19th Century, as illustrated with Barnum's stunt, and this day it still does indeed. Butterick (2009) points out that we only have to go through the inner editorial webpages of the tabloid newspaper publishers, the celebrity periodicals or observe whenever a new movie or Compact disc is launched to start to see the press agentry model in its purest form. Press providers like Max Clifford are often seen as masters of the industry, carefully manipulating the mass media coverage of their clients, as Butterick notes; 'even the so-called exclusive pictures of semi-naked stars on a beach in a Sunday papers can sometimes be the consequence of a collusion between your star's publicist and professional photographer'.

Although it is clear from the samples above that the press agentry model continues to be very much used in the 21st Century, we may easily dispute that the ethics involved with this model are highly questionable, and the admission from Grunig & Hunt that the model comes with an aspect of propaganda mounted on it does nothing at all to distil the negative connotations attached to PR as propaganda (Butterick, 2009).

However, despite these criticisms, it is finally our attention and scepticism which ensures the press agentry model continues to be alive and well in the modern day. Although the present day day PR practitioner must be more au fait with the truth, the very foundations of the model still exist whether to publicise a wearing event, a theatre development, or 'the scariest film of the ten years', just as the recent movie release 'Paranormal Activity' (2009). We, the general public, will either want to trust what we see, or find out for ourselves if our scepticism can be proven correct which is why this model still works for professionals wanting to gain the illusive media spotlight and is therefore relevant for the 21st Century.

Having founded a need for the press agentry model in the 21st Century, we must now take a look at its successor; how it operates, and how it is constantly on the work today, to be able to determine how relevant it remains. The public information model surfaced circa 1920, when, some say, the press agentry model started to lose reliability with journalists who had caught on to the press realtors' way of emitting the truth on many a celebration to get their clients in to the media (Grunig & Hunt, 1984). Although like the press agentry model for the reason that it is characterised by the one way method of communication, the general public information model differs because it is aimed at presenting its audience clear and factual information.

Press agentry is meticulously associated with promotion in the entertainment world. Press agentry is the practice of appealing to the attention of the press through technique that manufactures news. Methods associated with press agentry include staged situations, promotion stunts, faux rallies or gatherings, spinning, and hype. The practice is the past due 1800s and early on 1900s, press agentry is not part of mainstream pr. Rather, it is a practice generally associated with major entertainment-related occurrences, such as Hollywood premieres and boxing suits. The goal of press agentry is to attract attention alternatively than gain understanding. Even today, however, the word press agent may also be used interchangeably with publicist in traditional Broadway movie theater and film market sectors. Today's entertainment market sectors are populated with publicists alternatively than press brokers. Publicists are individuals skilled in multimedia relations who attempt to have the name with their clients or situations in the multimedia by carefully constructing announcements that inform, educate, and persuade. Some are astute in branding and setting strategies to help the occupations and success of these clients.

In compare, press realtors want attention either good or bad generally in most any form. Press agentry have been called persuasion for short-term benefit through the use of truth twisting and even distortion, but it can also be simply the staging of provocative functions to get promotion and draw attention to an individual, event, or cause. Therefore, it is understandable that you of the earliest proponents of press agentry was Phineas Taylor (P. T) Barnum, the famed North american showman and promoter who put gun Gen. Tom Thumb on display and launched a mobile circus presenting Jumbo the elephant and freak shows. Barnum was a grasp of press agentry. For instance, he wrote characters both praising and criticizing his circus show to papers under an assumed name.

In the first part of his profession, Edward L. Bernays was also a grasp of press agentry. He persuaded 10 debutantes to hold up Lucky Affect cigarettes manufactured by his customer, the North american Tobacco Company, as "torches of liberty" while participating in New York's Easter parade. In 1929, Bernays staged a global media event by organizing the "Light's Golden Jubilee, " an internationally calebration commemorating the 50th anniversary of the electric lamp for his customer, Standard Electric. Bernays managed to secure several visible individuals for the event, including carmaker Henry Ford, electricity scientist Thomas Edison, and President Herbert Hoover.

Henry Rogers, one of the founders of Rogers and Cowan, the most significant and most successful West Coast entertainment publicity firm, became popular when he advertised an unknown agreement player for Columbia Pictures named Rita Hayworth. He contacted Look magazine with a telegram from the Fashion Couturiers Association of America, a fictitious group, declaring that Hayworth was the best-dressed off-screen actress. Look magazine required the bait and put Hayworth on the cover and printed 10 webpages of her photographs.

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