Limited Brands and Grunig and Hunt

James Grunig and Todd Hunt felt it was important for companies to know and understand which model(s) of PR they followed. According to these two, there are four models. There is the Press Agentry/ Publicity Model, Public Information Model, Two-Way Asymmetric Model and Two-Way Symmetric Model. Based on the definitions of these models, I believe that Limited Brands best follows the Two-Way Symmetric Model. This means “the PR practitioner conducts research to determine the views of a particular constituency and then uses that information to help achieve the objectives of both the client organization and the constituency” (Doorley and Garcia, 2007).The basis of my belief is the fact that Limited Brands finds receiving feedback from consumers just has important as sending information out to those consumers, so that rules out the Two-Way Asymmetric Model. While Limited Brands wants to get as much publicity as possible, the company cares about its perception and does not want its name out there just for the sake of being out there, so that rules out Press Agentry Publicity Model. The Public Information Model tends to apply to government agencies and nonprofits, so that does not pertain to Limited Brands.

Doorley, J, & Garcia, H (2007). Reputation Management. New York, NY: Routledge.