Excellent Theory in Public Relations: Past, Present, Future - Annisa A.

Review Journal of “Excellent Theory in Public Relations: Past, Present, Future” by James E. Grunig and Larissa A. Grunig

By: Annisa Arifiana - 135120207121009

This writing consist of my review from journal titled “Excellent Theory in Public Relations: Past, Present, Future” by James E. Grunig and Larissa A. Grunig. This journal talked about excellent theory in public relations.

This journal explain the development study of excellent theory, began in the 1960s, which study sponsored by International Association of Bussiness Communicators (IABC), until now the excellence theory has evolved into a general theory of public relations as a strategic management function.

The writers defined excellence theory as a set characteristics of a public relations function that were correlated with organizational effectiveness. Which organizational effectiveness occur when an organization achieves goals that served the interests of both the organization and these strategic constituencies. Then Grunig and Grunig defined excellent in public relations as a set of attributes and practice that helped to built quality, long-term relationships with strategic constituencies.

There are two approaches of public relations study, those are symbolic-interpretive paradigm and strategic management or behavioral paradigm. Some critical scholars have derided the excellence theory as modernist, functionalist, and positivist and as a theory that ‘organization centered’ which means not interest on publics. But even the critical scholars do that things, Grunig and Grunig still believe the excellence theory contains elements of both modernist or postmodernist approach to understanding public relations as a strategic management function. In the journal, the writers also mentioned about symbolic interpretive paradigm and behavioral or strategic management paradigm into public relations practice.

In the journal, the writers emphasize about the important of strategic management roles into public relations practice. In a strategic management role, public relations people manage communication with top managers and with publics to contribute to the strategic decision processes of organizations. They manage communication between management and publics to build relationships with the publics that are most likely to affect the behaviour of the organization or that are most affected by the behaviour of the organization.

In research symmetrical programmes, communication two-way symmetrical public relations uses communication to enhance public participation and to manage conflict with strategic publics. As a result, findings that two-way symmetrical communication produces better long-term relationships with publics than do the other models of public relations.

From this journal, we know that that the excellence theory is a theory of public relations as a strategic management function. 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. At the last, Grunig and Grunig believe that more future research should be developed to help public relations evolve as a strategic management function.

Based on my review above, I think Grunig and Grunig have given detailed explanation about excellent study developed in public relations. For further explanation about excellence theory, this journal is recommended to be read by people.

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.