Towards a Model of Public Relations for Public Organizations in Afghanistan

Abstract

This study seeks to compare public relation’s models providing a valuable reference for  Afghan public organizations engaged in public relations activities. Examining the major  attitudes towards public relations creates different models. Such models are based on the  tactics that public relations choose to achieve its goals and the goals that it designs its  messages and programs to achieve (not clear phrase ??). Some believe there is no coherent  model of public relations which could propose and attribute this to the scientific weakness of  public relations theory. It should be noted that despite the fact that some public relations  experts emphasize the need to adapt all public relations programs to a specific model; But it  is the situation that affects choice of the models. The main model governing the program and  its communication strategies must be clear and the use of other models is allowed if it does  not contradict with the original model. In this study, the most important public relations 
models include; Press / advertising agency model, public information model, heterogeneous  two-way model, peer-sided model, professional public relations industry model, professional  public relations model, two-way model, hybrid model and the new two-way model were 
presented, furthermore we discussed the assumptions from reputed models. According to the  comparison of the above models, the preferred public relations model of public organizations  in the country is the two-way model that is symmetrical (equal) with the management tools  (traditional and electronic) and the interaction of both with regard to the interaction and  acceptance of professional values.