Exellence Theory in Public Relations:
Past, Present, and Future
James E. Grunig
& Larissa A. Grunig
This paper contains my review about
journal Exellence Theory in Public
Relations: Past, Present, and Future by James E. Grunig & Larissa A.
Grunig. The purpose of this paper is to find out the beginning of excellence
theory which followed by 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. In this journal, the author said that 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.
Excellence theory explains how public relations can contribute as a management
function for the effectiveness in organization, for the example is building a
relationship with the public and conflict resolution within the
organization. Then, next is the author tells
about two approaches to public relation. The approaches of this study is the
symbolic interpretive paradigm and the strategic management, or behavioural,
paradigm, and also identified three perspective on organization – the
modernist, symbolic-interpretive, and postmodernist perspectives.
The
modernist perspective is based on classic theories of management that viewed
reality as objective and management as a set of activities designed to achieve
organizational objectives which could be measured objectively. The
symbolic-interpretive paradigm sees reality as subjective and views concepts
such as organizations themselves, their environments, and the behaviour of managers
as subjective enactments of reality rather than observable and measurable
reality enactments whose meanings can be negotiated through communication (
Grunig & Grunig, 2008). The main
strength of excellence theory is that shows the ethical approach to public
relation. Two ways symmetry implies a dialogue between the organization and the
public who are affected by the decision of the organization. Two-way
symmetrical public relations is based on research and uses communication to
enhance public participation and to manage conflict with strategic publics. As
a result, two-way symmetrical communication produces better long-term
relationships with publics than do the other models of public relations. Research-based
knowledge and evaluation of public relation has been available for many years,
conceprt and tools that are associated with the role of other community
relationship management strategy has been developed. Research to developed new
concepts and tools: environmental scanning, publics, scenario building,
relationship cultivation strategy, interaction of relationship and reputation,,
development of an ethical framework for public relations practicioner,
empowerment of the public relation function, specialized areas public relation,
global public relation and global strategy. In the future, the program of
research that began with research on public which was built on the structure of
the general theory, and then integrated into excellence theory and now includes
research on the details of strategic public relation conducted around the world
has described, general theory of public relation. 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 (
Grunig & Grunig, 2008 ). The author said that they believe future research
should be developed to help public relations evolve (L. Grunig, 2007) as a strategic management
function and continually re-institutionalize itself to adjust to changes in
organizations, communication technologies, and societal expectations and
believe the future of the excellence theory should be evolutionary change. From
this journal, I think Grunig and Grunig’s have given detailed explanation about
excellence theory in public relation. So I recommend this journal 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.
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