- The first model, reflects PR programs designed for the solepurpose of getting favourable publicity for an organization in themass media. Often the organization does not reveal completeinformation in the attempt to control or dominate the environment.It is a common model publicists use to promote celebrities,products, sports or organization leaders.

- The third model, was described as one that usesresearch &theories of persuasion to developmessages that are likely to persuade strategicpublics to behave as the organization wants them to.The two-way asymmetrical model achieves itsobjectives more than the press agentry or publicinformation models since it researches the publics'attitudes.

- The second model, describes PR as a function to disseminateinformation, normally from the organization's perspectives,through controlled organization media &mass media. In this model,PR practitioners were "journalist-in-residence" disseminatingrelatively truthful information but only that information theorganization chooses to release instead of the whole truth.

- The fourth model, J. Grunig (1997) suggested this model is the mostethical &effective model, which describes PR programs based onresearch &which uses two-way communication to manage conflict &improve understanding with strategic publics. It negotiates rather thanforces a position between the organization &the concerned public.According to him, this model represents an alternative to thepredominant worldview that PR is a way of manipulating publics forthe benefit of the organization.

- Also known as Additional Models. This model proposed a middle groundbetween the two-way asymmetrical &symmetrical models, whichrepresents two ends on a continuum. The model implies bothorganization &publics seek to negotiate outcomes that are mostadvantageous to both parties in the long term. J. Grunig (1997) said thatexcellent PR dept. balance attempts to "persuade publics with theasymmetrical model and negotiate with the symmetrical model" (p.265).

- This model suggests that practitioners use interpersonal communication tobuild personal and long term relationship with key individuals of theorganization's strategic publics, like the media, gov, political body or amongactivist groups. For example, Sriramesh (1992) said that practitioners inIndia "used various techniques like hospitality, giving gifts and brokering ofinfluence, to build lasting friendships" (p.246) His study suggested this modeluses one-way communication &its purpose is predominantly "synchronic"or asymmetrical.

- Government PR

- PR in the Private Sector

- Setting up of a Professional Body : Instituteof Public Relations Malaysia (IPRM)

- PR in early years has referred to mostly asusing persuasive speech to spread religions,such as Islam &Christianity. The Greeks &Romans used public speech to win support fortheir policies.

- The beginning of American PR is often compared tousing publicity &promotion, whether for commercialreasons, fund-raising, or building personalities. Defensivepublicity was particularly important in the earlytwentieth century to counter muckraking journalism.

- Using information to create awareness &encouragesupport for &participation in campaigns becomemore popular during World War I &II. It was alsoimportant to gain independence from colonial mastersin many parts of the world. Information was key todevelopment &nation building efforts of newlyindependence government.

- With the rapid growth in communication technologies,development of infrastructure &more consumer-orientedsociety, PR has become more involved in marketingefforts. There is greater emphasis on promotions &efforts to remain distinctive among competitors. Practitioners help to organize exhibitions &road shows &prepare materials like information pamphlets.

- Increasing pressures on organizations, whether gov or corporate, byvarious publics including the better informed customer, employee &activist has encouraged PR practitioners to take more managerialapproach in executing tasks. Practitioners are more concernedabout conducting public opinion polls to identify the support they mayhave for their employer / client. Strategic planning &knowledge-based counselling of senior management is growing amongpractitioners.