Excellence Theory in Public Relations: Past, Present, and Future ( Journal Review)

By Arintya Iga Permata; 135120207121005

Department of Communication Science, Faculty of Social and Political Science

University of Brawijaya

This article consists of review about the journal titled “Excellence Theory in Public Relations: Past, Present, and Future” written by James E. Grunig & Larissa A. Grunig. The aims of this review is to explore the exellence theory at the beginning and the development theories that added, specific findings of the excellence study, and research conducted after the excellence study.

J. Grunig and L. Grunig (2008) mentioned that the “exellence theory” as integrated theories that  developed in the 1970s and 1980s. It was a 15 years study sponsored by International Association of Business Communicators Research Foundation. These integrated theories are helping Public Relations to explain about what Public Relations values to an organization and identify the characteristics of public relations function. J. Grunig and L. Grunig (2008) defined a set of characteristics of public relations functions that can enhance effectiveness of an organization. They defined “excellence in public relations as a set of attributes and practices that helped to build quality, long-term relationships with strategic constituencies” (J. Grunig & L. Grunig, 2008, p.328). But some critical public relations defined excellence as an idea theory that it could not conform to the real public relations practice.

Before 1970’s, there are few theories of public relations practice. At the time, the little public relations research that existed was based on mass communication theories of media effects, attitude theories from social psychology or highly practical research (J. Grunig & L. Grunig, 2008). But most researchers did not criticize the behaviour of public relations to know how the influenced or how practitioners should behave. Then in 1966, Grunig tried use the situational theory that used organizational theory to identify how an organization’s structure, environment, history, size, and technology affect the practice of public relations (e.g., J.Grunig 2001; as reviewed in J. Grunig & L. Grunig, 2008, p. 328).

Shortly after, the researchers began a programme of research on the roles of public relations practitioners, applied operations research and management science to public relations, the role of public relations in management decision-making, organizational structures and environments, power in the public relations department and activism. Then, these day, excellence theory a theory of public relations called as a strategic management function (J. Grunig & L. Grunig, 2008). J. Grunig and L.Grunig believe that the the excellence theory contains elements of both modernism and postmodernism. These approach are to use in understanding public relations as a strategic management function and believe the symbolic-interpretive paradigm devotes excessive attention to the role of communication and public relations in negotiating meaning and not enough attention to their role in negotiating the behaviour of both organizations and publics.

Excellence theory argued public relations could help an organization to adapt its internal and external environment that allowed it to behave the way it wanted (J. Grunig & L. Grunig, 2008, p. 331).  J.Grunig and L. Grunig (2008) next stage research, then, introduce an intensive programme of studies on the two-way symmetrical model of public relations. Its two-way symmetrical communication produces better long-term relationships with publics than do the other models of public relation. Grunig believed symmetrical communication has its realistic basis, but criticism pointed that two-way symmetrical model is a “utopian ideal” and “purely academic concept”. Therefore, two-way symmetrical communication will never be achieved in the real world. Previous studies showed that Excellence Theory is a guideline that public relations practitioner would like to follow, but could not actually do.

In this journal exellence theory most contribute as strategic management, the excellence theory constructed a set of theories that could prove public relations’ contributes in organizational effectiveness. Since the completation of excellence theory, researchers believe that future research should be developed to help public relations evolve as a strategic management function and continually reinstitutionalize itself to adjust to changes in organizations, communication technologies, and societal expectations (J. Grunig & L. Grunig, 2008).

In Future, research on the details of strategic public relations conducted around the world has produced an elaborated, general theory of public relations. This general 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, and a conceptual framework that continues to generate research (J. Grunig & L. Grunig, 2008).

Based on study of Excellence Theory that i’ve been reviewed above, i think Grunig & Grunig give detailed explanation about what and how excellence theory applied and develop in public relations role in real life. For further descriptions about excellence theory, i reccomend this journal to be read by people.   

References

Grunig, J.E., and Grunig, L.A. (2008). Excellence theory in public relations: past, present, and future. In A. Zerfass, B. Van Ruler, & K.Sriramesh (Eds). Public relation research: european and international perspective and innovations, (pp. 327-347). GWV Fachverlage GmbH, Wiesbaden:VS Verlag für Sozialwissensc.