As stated in the introduction, both Press Agentry and Public Information are one-way models of communication and are primarily concerned with promoting their cause or client without asking for any feedback from their publics. They both use Publicity to do this, however use it in different ways. According to Grunig and Hunt (1984) both models fall into the more unethical' categories of public relations. While Press Agentry is seen as the least ethical due to its biased and manipulative overuse of publicity, Public Information can often use publicity as a very effective tool, depending on the motivation behind it. This will be explained in more detail later in the essay.
Grunig stated that the first of these models, Press Agentry, is the earliest type of PR and is used 15% of the time. It's aim is quite simply to get publicity for the organisation' (Dozier, Grunig & Grunig, 1995). This unfortunately implies by any means possible'. An example of how press agentry has been used in the past is the story of P.T Barnum; he was a circus promoter who wanted to gain as much publicity as possible for the circus, his primary goal was to achieve as high an attendance as he could. To do this he essentially spread lies about who would be performing at the circus. Through his lies and manipulation he ultimately achieved his goal and that was all he was concerned with. His attitude was that "there's a sucker born every minute-.
Practitioners of Press Agentry are said to use persuasion and manipulation to influence the audience to behave as the organisation desires (Grunig, J.E 1984, pg 56-57) and are not overtly concerned with the truth. .
Once such practitioner is Max Clifford, the Uk's best known publicist, who has over thirty years of experience working in celebrity pr'. He has managed' the reputations of some of the biggest names in the industry, most famously The Beatles. Clifford has also guided people such as Frank Sinatra, Jimi Hendrix and Mohammad Ali.
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