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

Excellence Theory in Public Relations:

Past, Present, and Future

James E. Grunig & Larissa A. Grunig

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ASTRI NOVIYANTI-135120207121002

           This paper describes the exellence theory, the role of public relations in organizational decision-making, and public relations measurement . This study sponsored by the International Association of Business Communicators (IABC) Research Foundation.

          The are two approaches in public relations,  these approaches is  symbolic interpretive paradigm and the strategic management or behavioural paradigm. The symbolic-interpretive paradigm sees reality as subjective. The strategic management paradigm focuses on the participation of public relations in strategic decision-making to help manage the behaviour of organizations

            The excellence theory is a general theory, but this theory most important component is the contribution of public relations to strategic management. This component,  points to the value of the behavioural, strategic management, approach to public relations. The excellence study has resulted in concepts and ideas that public relations professionals can use to participate in strategic decision processes in organization The public relations function helps the organization interact with the stakeholders in its environment both to accomplish its mission and to behave in a socially responsible manner. In a strategic management role, public relations people manage communication with managers and with publics to contribute to the strategic decision processes of organizations. Communication can be facilitate dialogue among managers and publics.

            The public relations measurement can be done by evaluative research, can be conducted to measure the short-term effects of communication programmes on the  cognitions, attitudes, and behaviours of both publics and management and the long-term effects of communication on the quality of relationships between organizations and publics (J. Grunig, 2008). Evaluative research is necessary to establish the effectiveness of public relations programmes and their contribution to organizational effectiveness.

            An organizational effectiveness if when an organization achieves goals chosen in consultation with stakeholders, goals that served the interests of both the organization and these strategic constituencies. Theory excellence in public relations as a set of attributes and practices that helped to “build quality, long-term relationships with strategic constituencies” (L. Grunig, J. Grunig, & Ehling, 1992, p. 86).

            I think the Grunig & Grunig’s give a new knowledge about the exellence theory that can help public relations practitioners. Certainly this authors confident if future research should be developed to help public relations evolve (L. Grunig, 2007) as a strategic management function to adjust to changes in organizations, communication technologies, and societal expectations.  

Bibliography:

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.