This
review is reviewing a journal, Excellence
Theory in Public Relations: Past, Present, and Future written by James E.
Grunig & Larissa A. Grunig. This Journal is explaining us about Excellent
theory in detail, start from the beginning of Excellent theory, the role
of public relations in
organizational decision-making, the
symmetrical model of public relations, public relations
measurement, and how the structure and environment of organizations shape
public relations behavior. This theory is purposed to tell the ideal Public
Relation should be and also try to prove that Public Relation can help
organization to maintain its organization well.
In the first part this journal
tell us about the origin of term ‘Excellence’ as actually inspired by another
research named, Peters and Waterman’s (1982) book In Search of Excellence. This
book has quite similar goal with the James E. Grunig & Larissa A. Grunig
had. They are focused on how company had their management, but Grunig &
Grunig tend to observe ‘the excellence’ in public relation field unlike Peters
and Waterman’s. Then now the Researchers continue developing Excellence theory of
public relations as a strategic management function. This theory was produced
based on 15 years-research which sponsored by International Association of
Business Communicators (IABC)
Research Foundation.
The author explain that there are
two approaches to Public Relation, the symbolic-interpretive paradigm and the
strategic management, or behavioral paradigm. Beside that there are three
perspectives on seeing organization according to Hatch (1997), the modernist,
symbolic-interpretive, and postmodernist perspectives. The modernist perspective
sees organization objectively, organization is only see by on how they reach its
goal. The symbolic-interpretive perspective consider organization subjectively,
then it is about how this organization by its own way. Then postmodernist
perspective tend to deconstruct the general theories and see organization as
the decision-making of its organization. The Excellence theory contains elements
of both modernism and postmodernism. Due to this flexibility, the excellence
theory explain us that public relations as a strategic management function.
Based on its research, they
proposed that public relation can help in strategic management function as if:
-
Public Relation has its own department, and has
managerial tools (directly involving on organization decision-making)
-
Both men and women has an equal opportunity
-
Public relations should be an integrated
communication function.
-
design
more of their
communication programs on
the two-way symmetrical model
of collaboration and
public participation
In recent days this excellent theory is developed, then it
produces new concepts and tools of Public Relations, Environmental scanning, Publics,
Scenario building, Relationship
cultivation strategies, Interactions of
relationships and reputation, etc (you can read it in the
journal).
In the
future this theory is really good to be developed to help public relation
evolve as a strategic management
function and continually
re-institutionalize itself to
adjust to changes
in organizations, communication
technologies, and societal expectations.
Lastly,
I recommend you to read this journal, it helps you to understand on how theory
of excellence shows Public Relation as Strategic Management fuction. (further
information about excellent theory, wished it would help you to understand how
to apply excellent theory, https://www.youtube.com/watch?v=Qug6A89nCxU)
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.
Ananda Nibras K-135120207121018
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