Journal Review

By: Novitayanti ― 135120207121008

Department of Communication Science, Faculty of Social and Political Science

Brawijaya University

This writting is based on  my understanding about Journal titled “Exellence Theory in Public Relations: Past, Present, and Future, by James E. Grunig & Larissa A. Grunig”. The aims of this review is to explore the beggining of the exellence theory, followed by the role of public relations, public relations measurement, and so on.

I found that both writters mentioning about “exellence theory” is the name of their colleagues and they gave an integrated collection of middle-range theories that they used in a 15-years’ study sponsored by the International Association of Business Communicators (IABC) Research Foundation according to Grunig &  Grunig (2008). The exellence term based on Peters and Waterman in Grunig journal (2008) define as having been continuously profitable. If I could simplify the theory above, that the writters want to tell the readers that the criteria of good journal is when the journal could be conducted by other researcher or to be continue. The writers define exellence differently and conducted large-scale survey with qualitative intervies rather than case studies according to Grunig & Grunig (2008).

After talk about the exellence theory, then the writters explores the development of this theory into Public relations research. It also tells about two approaches to Public Relations. The approaches of this study Grunig & Grunig (2008) is divide into two ways: the symbolic interpretive paradigm and the strategic management, or behavioural, paradigm. they also identified three perspectives on organizations ― the modernist, symbolic-interpretive, and postmodernist perspectives. I think the theory of modernist is a-historic. The law of this theory often occur universal. It can be applied without notice time factor or place (Budiman, 1995) .

The exellence study’s general theory proposed analysis at four levels: PR should be managed strategically to be most effective in meeting its objective, the common characteristics most successful communications departments are: an integrated PR function, distinc from marketing, practising two-way symmetric communications. With equal gender oppotunities, the top PR person reports to senior management.

The ideal in which knowledgeable communicators assist in the overall strategic management of organizations, seeking symmetrical relations through management of communication with key publics on whom organizational survival and growth depends.

Research-based knowledge develop the new concepts and tools includes: environmental scanning, publics, scenario building, relationship cultivation strategies, interactions of relationships and reputation, empowerment of the public relations function.

In the future, the programme of research that began with research on publics among Columbian farmers in the late 1960s, that built on the skeleton of a general theory explored in 1980. But here, public relations too often is understood as a symbolic interpretive, function than as a strategic management function ― an understanding of the profession that the writters believe reduces its effectiveness.

Generally, the Grunig & Grunig’s writting already give a new knowledge about the exellence theory. For the complex description, I reccomend this book to be read by people.

References

Budiman, A., (1995). Teori pembangunan dunia ketiga. Jakarta: PT Gramedia

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). GWV Fachverlage GmbH, Wiesbaden: VS Verlag für Sozialwissensc haften