RESUME

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

James E. Grunig & Larissa A. Grunig

By Bela Dina Hakiki - 135120207121027

The programme of research known as the excellence theory began in the 1960s with J. Grunig’s research on publics found among Colombian farmers. Research then followed on 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 behaviour. The IABC excellence project added theories of public relations roles, operations research, and gender and diversity to the paradigm. The excellence theory has evolved into a general theory of public relations as a strategic management function, and ongoing research now is adding concepts and tools that public relations professionals who serve in a strategic role can use.

RESUME

This paper consist of my summary from paper of  Excellence Theory in Public Relations: Past, Present, and Future James E. Grunig & Larissa A. Grunig. The purpose of my summary is to try followed on 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 behaviour. To understand the excellence theory, it helps to place it into the research context that preceded it. The term “excellence” not to suggest the superiority of our theory or its universal acceptance.

The Excellence Theory’s general theory proposed that the value of communication can be determined at four levels as follows.

·         Programme level – effective organisations must empower public relations as a critical management function.

·         Functional level – Public relations should be an integrated communication function and separate from other management functions including marketing.

·         Organisation level – effective organisations should base internal and external communication and relationship building on a two-way symmetrical model.

·         Societal level – Organisations must recognise their impact on other organisations and publics. They cannot be effective unless they are socially responsible.

The original Four Models of Public Relations and vision of two-way symmetrical communications as a model of excellence was reinforced by the subsequent analysis that emerged from the Excellence Theory. As we’ll see, some academics believe this shows Grunig’s foresight while others claim that the research team was unduly influenced by the Four Models of Public Relations.

Empowerment of the Public Relations Function

For public relations to contribute to organizational effectiveness, the organization must empower public relations as a critical management function. Empowerment of the public relations function covers four characteristics of excellent public relations. The first three consider the relationship of public relations to the overall management of the organization:

􀂃 The senior public relations executive is involved with the strategic management processes of the organization, and communication programmes are developed for strategic publics identified as a part of this process. Public relations contributes to strategic management by scanning the environment to identify publics affected by the consequences of decisions or who might affect the outcome of decisions. An excellent public relations department communicates with these publics to bring their voices into strategic management, thus making it possible for publics to participate in organizational decisions that affect them.

􀂃 Communication programmes organized by excellent departments to communicate with strategic publics also are managed strategically. To be managed strategically means that these programmes are based on formative research, that they have concrete and measurable objectives, that varying rather than routine techniques are used when they are implemented, and that they are evaluated either formally or informally. In addition, the public relations staff can provide evidence to show that these programmes achieve their short-term objectives and improve the long-term relationships between the organization and its publics.

􀂃 The senior public relations executive is a member of the dominant coalition of the organization or has a direct reporting relationship to senior managers who are part of the dominant coalition. The public relations function seldom will be involved in strategic management nor will public relations have the power to affect key organizational decisions unless the senior public relations executive is part of or has access to the group of senior managers with the greatest power in the organization.

Bibiliography:

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.