Grunig-Schmullet Model

The Grunig-Schmullet Model is a framework used to describe how organizations communicate and manage relationships with their audiences. It emphasizes a strategic approach, suggesting that effective communication should be based on understanding audiences’ needs and using different strategies—such as informing, persuading, or involving them—to build trust and support. The model highlights that organizations should adapt their communication methods depending on their goals and audience feedback, fostering mutually beneficial relationships. Overall, it guides organizations to communicate thoughtfully and purposefully to strengthen their reputation and achieve their objectives.