Excellence Theory in Public Relations: Past, Present, and Future

Arin Widiastuti

135120207121016

Department of Communication Science

Faculty of Social and Political Science

University of Brawijaya

                This review consist about journal “Excellence Theory in Public Relations: Past, Present, and Future”. Excellence theory is the term used to describe the findings and theoretical knowledge of a landmark study funded by the International Association of Business Communicators (IABC) Research Foundation. This excellence study, led by James E. Grunig (University of Maryland), which resulted in the publication of three books: J.E. Grunic's Excellence in Public Relations and Communication Management (1992) (theory and overview literature), Manager's Guide to Excellence in Public Relations and Communication Management (D.M. Dozier, L.A. Grunig, & J.E. Grunig, 1995) (the practical implementation of research findings), Excellent Public Relations and Effective Organizations: A study of Communication Management in Three Countries (L.A. Grunig, J.E. Grunig, & D.M. Dozier, 2002) (findings and excellence filtering theory), and many journal articles. Excellence theory explain how public relations as a management function may contribute to the overall effectiveness of the organization. L. A. Grunig, J.E. Grunig, and D.M. Dozier argued, "The main premise of excelence theory states that the communication has value to an organization because it helps to build a good long-term relationships with strategic audiences" (2002, p. 57).

                The main strength of the excellence theory is that it shows ethical approach to Public Relations. Symmetry implies a two-way dialogue between the organization and the public affected by the organization's decision. From the four models are given, providing stands out excellence in a symmetrical manner two models as the best way to practice of public relations, stressed the "mutually beneficial," "participation," and "collaboration". Other models were seen as an effort to serve themselves without paying attention persuasion for public. Outreach direction and the incorporation of the community in the decision making process shows an organization that is socially responsible. Ethics will forever be an important issue in any niche related companies. The presence of two-way symmetrical field that recognizes public help to stay away from stereotype which produces a simplistic view of what Public Relations professionals do and who he or she.

Factor analysis of data (mathematically search for a grouping of data about the underlying relationships between variables) stating what the researchers label as "a factor of excellence". Factors of excellence consists of some characteristics with the type and size of the organization's reach, cultural and other influences, which gave him to be labeled with the principles of excellence "generic". These characters are the backbone of excelence theory, which give practical guidance on how the normative public relations can make the maximum contribution to an organization. Factors of excellence are grouped into 10 principles of excellence, and then inserted into eight broad variable as below:

1.       The value of communication, as seen through the CEO and the top management of the organization, was found to be indicative of superior community relations. CEO asks to increase the value of public relations when compared with other departments. CEO who occupy a higher value in the relations of society liked the communication function within the company with a lot of the attributes of excellence described herein. CEO of highly assess the relations of the public the possibility of having units of public relationships more effectively. The perpetrators senior public relations within this organization the possibility of participating in the overall strategic management of the organization.

2.       Contribution to the strategic organizational functions is an indicator of public relations of excellence that is highly dependent on how high the values of communication CEO. Depending on the organizations of effective relationships with the public to maintain life, and public relations will incorporate the views of the public into organizational planning. Active participation in strategic planning is necessary for the relations of society to contribute to the effectiveness of the organization, but access to high-level process is difficult to obtain. Community relations often contribute to the organization's response to social issues and routine operations. It is less often contribute to the strategic planning, except in an organization where the CEO put a value on the high public relations function.

3.       Implementation of a management role is essential to relations within the public, including strategic management. Roles of public relations can be divided into the broad categories of technicians (based on a set of skills, such as writing news) and manager (based on knowledge of business management, such as research, planning, and delivery of inputs). The perpetrators who carry out public relations senior management roles, especially from the technical role and contribute to the effectiveness of organizational excellence in communications functions.

4.       Excelence crucial component of public relations theory is the model preferred by the organization. Four models have been developed public relations: press agentry (publicity), public information (dissemination of accurate information), asymmetric two-way communication (scientific persuasion), and two-way symmetrical communication (mutual understanding). Both two-way models are based on research, both one-way models describe the results of a simple communication of the organization. Although both models of asymmetric two-way and two-way symmetrical model of effective and there is someone within the organization ahead, two-way symmetric model is generally indicative of an advantage because it gives the vehicle for dialogue with the public. Dialogue are attached in the symmetric model generates the maintenance and development of a long-term relationship. Furthermore, by including the views of the public in making organizational decisions are believed to have become an ethical nature and provide information to organizations can use in strategic planning. For these reasons a two-way symmetric model is considered to be the most superior approach for implementing public relations.

5.       The potential of communications department for the actual implementation of the ideal type of public relations excel is another factor of excellence. Excellence theory states that the two-way symmetric model and managerial roles should both be done, and the potential for communicators on doing it based on knowledge. Knowledge of research methods need to use a two-way model attitude a problem for some offenders, limiting its potential for excellence. Knowledge managerial functions, such as budgeting, evaluating research, the handling staff, and planning goals and objectives, it is also necessary to excellence. The study suggests that although knowledge excellence in management roles and functions of the research is about average, most departments do not have adequate expertise in strategic management (segmentation and evaluation of research, issues management functions). Good knowledge of research and strategic management must exist and be used for public relations to contribute at the highest level.

6.       Pressure on the organization's activists pressing the organization to communicate with external audiences. Study of the excellence of using pressure activists to determine the environmental impact on the effectiveness of the organization's public relations. Organizations with a higher level of activism has a success rate of public relations higher. Often, activism is an agent of positive change or the driving organizations to be proactive in handling issues rather than reactive. Pressure activists to encourage relations of society to address important issues in the policy of the organization, to manage issues proactively, and to contribute to the strategic planning level higher in the organization.

7.       Organizational culture, structure, and other labor-related variables are also found to be a factor of excellence. Organization with a culture of participatory rather than authoritarian, organic rather than mechanistic or structure is very gradual, generating good relationships with publics. Dialogue system, symmetrical on internal communication and a high level of job satisfaction also contribute to the superior public relations.

8.       Inclusion difference, particularly with respect to the status of women in a male-dominated profession, is a further of excellence factor. The researchers hypothesized that a variety of public relations department to better understand and describe the different public within the organization. The study states that organizations that treat women well across departments, in the achievement of career opportunities, not discrimination policies, a supportive working environment, and so on. The team concluded that the treatment of female workers well is characteristic of excellence.

These factors of excellence can be widely used to improve the surrounding public relations unit. In this journal, they stated whether statistically significant and did not reveal any trait that can be desired in the normative of public relations. Based on qualitative research, the last factor is added to the ethical superiority. Dejan Vercic wrote that the last principle of excellence public relations is “ethics and integrity” (1996, p. 58). Shannon Bowen study reinforces the importance of organizational commitment to ethical decision-making as a crucial factor of excellence public relations. Organizations with appropriate ethics training program and the paradigm or model of orderly decision-making is more superior than that sought simply to be ethical without finding sources in the definition, training, and analysis of ethics.

Excellence theory gives normative guidelines for how public relations should be conducted, arranged and used, and it describes the factors that help public relations contribute to the overall excellence of the organization. The study also gives the advantages and concrete empirical evidence to support the theory, and he explains how and why certain factors contribute to the protrusion of public relations. Pressure is increasing on many public relations professionals to consider expenditures  on communication, to show how the functions contribute to the organization's bottom line or return on investment, and to show that concepts vaguely like the company's reputation translates into a competitive advantage. Excellence theory suggests that public relations increase the organization's operations through the maintenance of two-way communication, balanced with the public on whom the organization ultimately depend.

References:

Grunig, L. A., Grunig, J. E., & Dozier, D. M. (2002). Excellent public relations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum Associates.

Vercic, D., Grunig, L. A., & Grunig, J. E. (1996). Global and specific principles of public relations: Evidence from Slovenia. In H. M. Culbertson & N. Chen (Eds.), International public relations: A comparative analysis (pp. 31-65). Mahwah NJ: Lawrence Erlbaum Associates.

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.