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Research Paper | Journalism & Mass Communication | India | Volume 9 Issue 1, January 2020
Analysing Grunigs Two Way Symmetrical Model in the context of NGOs: A Case Study of Bal Sahyog, Teach for India and Good Weave International
Shivani Garg
Abstract: This research seeks to analyse Grunigs Two Way Symmetrical Model in the context of NGOs by understanding the PR Practices of 3 different NGOs placed at a local, national and international level namely Bal Sahyog, Teach for India and Green Weave International NGO. In order to carry out the research, qualitative content analysis was employed. Case Studies of these three NGOs were taken on the basis of their geographical area of function. The researcher tries to find out the answers to how are the PR practices of these NGOs undertaken to match the present day scenario and how they vary from each other. To conduct the research, websites, annual reports, publications and social media handles were analysed for content analysis. The criteria for the content were decided on the principles given by Vercic (1996, cited in Rhee 2002), who along with J. Grunig and L. Grunig developed the concept of excellence in PR further. The objective of the study is to examine the application of Grunigs Two Way Symmetrical Model in PR practices of an International Ngo, a National Ngo and a local Ngo and compare the PR practices of the three selected NGOs. The study helps us bring out the different PR practices that the NGOs practice in the current setting. The questions that the researcher seeks answers to are the PR practices of NGOs on a local, national, international level analysing through the example of Teach For India, Bal Sahyog and Good Weave and How does interaction affect Public Visibility of the organisation The researcher concluded that all three NGOs have taken steps to instill PR practices in their working but on different levels. While Bal Sahyog and Good Weave International were initiating conversation with the publics, it was mainly an asymmetrical method of communication where the option of feedback and public interaction was limited. According to the researcher, Teach for India succeeded in reaching closest to Grunigs Two Way Symmetrical model with the open interaction and two way communication that it offers to its publics. Most of the web sites analyzed displayed a lack of interactivity and two-way symmetrical communication
Keywords: Public Relations, NGO, Social Media, Grunig's PR Model
Edition: Volume 9 Issue 1, January 2020,
Pages: 1760 - 1766