Developing countries are fast becoming the emerging markets in a ‘global village’. Yet few systematic analyses exist about public relations in developing nations. This study uses Grunig's models of public relations to explore the nature of public relations in a sample of four types of organisations in India. Data were collected from 18 organisations and 40 public relations professionals using the survey method and ethnographic analysis. Whereas the self‐reported questionnaires revealed that respondents engaged in two‐way symmetrical communication, the ethnographic data suggested that the press agentry/publicity model was predominantly used by all the organisations. In addition, a new model, the personal influence model, was found to be most popular in the sample organisations.
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