Contemporary Theory and Issues

There are different models and theories for the company’s communication channels and audiences. 

It can be argued that Bernstein’s wheel is not PR specific. In his theory, one can spin the wheel to use any combination, necessary for the organisation. However, this model is out of date and does not take internet into consideration. It can be considered one way form of communication. It also does not differentiate amongst stakeholders meaning that one might be more important to the organisation’s survival than other. 

Esman’s Linkages theory is on the other hand two-way relationship, however does not include tools, its only nature of relationship. It overlaps with Grunig’s model when it comes to public segmentation. The organisation is still in the centre of everything according to this model e.g. government has power hence becomes high priority to the organisation. On the other hand general public have no immediate impact hence organisation needs to only keep an eye on them. 

Grunig’s situational theory is not static, it is very operational model. Unlike the previous models, this one does not categorize where customers and employees are. There are no compartments, they can be placed anywhere. According to Grunig, publics can actually be higher thread to organisation (e.g. via social networks) hence are as important as government sector. 

 
Power-interest matrix has no checklist or general strategic. It does not segment and list stakeholders. Different aspects can be applied and groups are not predefined. This model allows quality thinking on how stakeholders can be used or prioritized in order to maximize profit. Similarly to Grunig’s model, groups move around which means that the model is not static but flexible.