| Description | Models | |||
| Two Way equal | Two Way Unequal | Public Information | Advertising/Press Agency | |
| Goal | Understanding | Scientific persuasion | Release Information | Propaganda |
| Nature of Communication | Two-way, balanced effects | Two-way, unbalanced effects | One-way, the truth is important | One Way, complete truth is not necessary |
| Nature of Research | Developmental; Assessment of comprehension | Developmental; Evaluating attitudes | Insignificant, mere readability of texts and attention to the number of readers | Less important, just for Statistic |
| Communication Model | Group-Group | Sender-Receiver | Sender-Receiver | Sender-Receiver |
| Prominent Persons | Bernice, coaches and career leaders | Edward Bernice | EV Lee | P. B. Barunom |
| Practical areas | Regulated trade and industry and engagements | Competitive trade and industry, engagements | Government and non-profit associations, trade and industry | Sports, theater and production promotion |
| Percentage of use in organizations | 15% | 20% | 50% | 15% |