3^rd Journal Review

Excellence Theory in Public Relations:

Past, Present, and Future

James E. Grunig & Larissa A. Grunig

This is a resume about a journal which topic is Public Relation in the term of Communication Science, this journal was published by James E.Grunig & Larissa A.Grunig. Journal, Excellence Theory In Public Relations : Past, Present, and Future. The excellent theory sponsored by International Association of Business Communicators (IABC) Research Fondation, this theory helped us to explain the value of public relations to an organization and to identify the characteristics of a public relations function that increase its value.

The point of my understanding from the journal Excellence theory explains how public relations can contribute as a management function to overall organizational effectiveness. The exellence term based on Peters and Waterman in Grunig journal (2008) define as having been continuously profitable.

The writer research L.Grunig & Collaboration Project (David,Dozier,William Ehling,Fred Repper, & Jon White) “How the public relation function should be organized to increase its value to organization.” On organization effectiveness first showed that public relation has value when it helps the organization achieve its goals. They theorized that public relation adds value when it helps the organization identity stakeholders and segmen different kind of public from stakeholder categories. Second, we showed that public relation adds to this value when it uses symetrical communication to develop and cultivate relationship with strategic publics.

I found Two approaches to Public Relation both in practice and in the academic world. So i will summarise from the journal :

1.      1..     The Symbolic Interpretative

The symbolic interpretative sees reality as subjective. Basically interpretative means how to understand of the world.  Scholars and practitioners following the symbolic paradigm generally assume that public relations strives to influence how publics interpret the organization. These cognitive interpretations are embodied in such concepts as image, reputation, brand, impressions, and identity. Practitioners who follow the interpretive paradigm emphasize publicity, media relations, and media effects

2.    2.  Strategic Management (Behavioral paradigm)

   The behavioural, strategic management, paradigm focuses on the participation of public relations executives in strategic decision-making to help manage the behaviour of organizations.

Based the journal, generaly excellent theory has provided concepts to teach to future public relations practitioners, tools that professionals can use in practice, principles and rules that will make public relations more acceptable to society and understood by both organizations and publics. I think this journal recomended to be read by people to expand their knowledge and a conceptual framework that continues to generate research.

References:

Grunig, J. E., & Grunig, L. A. (2008). Exellence theory in public relations: Past, present, and future. In A. Zerfass., B. Van Ruler., K. Sriramesh (Eds.), Public relations research: european and international perspectives and innovations (pp. 327-347). Wiesbaden, Germany: VS Verlag.

Tio Yolanda Simanullang

135120207121019
Class: I-5

Communication Science

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