Review Journal of Excellence Theory in Public Relations: Past, Present, and Future

Review Journal of Excellence Theory in Public Relations: Past, Present, and Future

            In this research, author try to applied Excellence Theory into Public Relations study and practice. Excellence Theory is explain the value of public relations to an organization and to identify the characteristics of a public relations function that increase its value. defined excellence as a set of characteristics of a public relations function that were correlated with organizational effectiveness. We defined organizational effectiveness as occurring when an organization achieves goals chosen in consultation with stakeholders – goals that served the interests of both the organization and these strategic constituencies. To understand the excellence theory, it helps to place it into the research context that preceded it. To understand the excellence theory, it helps to place it into the research context that preceded it. the little public relations research that existed was based on mass communication theories of media effects, attitude theories from social psychology. Most of people not try to explain the PR behaviour, but only accepted the work of practitioners as given and looked for ways to identify the effects of public relations work or to find ways to improve the effectiveness of public relations techniques. the excellence theory a theory of public relations as a strategic management function because the excellence study established participation of public relations in strategic management as the critical component that ties together the middle-range theories we integrated into our general theory. PR approaches the symbolicinterpretive paradigm and the strategic management, or behavioural, paradigm. excellence theory contains elements of both modernism and postmodernism. The paradigm emphasizes twoway and symmetrical communication of many kinds.  the interpretive paradigm reflects the hopes of many of the clients and employers of public relations practitioners who prefer to make decisions in isolation from publics. J. Grunig’s theory explains that people are most likely to seek information that is relevant to decision-making situations in their lives. characteristics of organizations would explain why so many of them practice public relations in this ineffective way and why others practice it in a more excellent manner. Public relations could not have a role in strategic management unless its practitioners had a way to measure its effectiveness. the excellence study offered the possibility of constructing a theory of how public relations contributes to organizational effectiveness. Public relations must be organized in a way that makes it possible to identify strategic publics as part of the strategic management process and to build quality longterm relationships with them through symmetrical communication programmes. Empowerment of the PR function: The senior public relations executive is involved with the strategic management processes of the organization, Communication programmes organized by excellent departments to communicate with strategic publics, The senior public relations executive is a member of the dominant coalition of theorganization or has a direct reporting relationship to senior managers who are part of the dominant coalition, Diversity is embodied in all public relations roles.  Caharacteristic of communicator role: A strategic manager rather than a technician or an administrative manager heads the public relations unit, The senior public relations executive or others in the public relations unit must have the knowledge, Both men and women must have equal opportunity to occupy the managerial role. Model of PR: 1. sharethe communication department should base its goals and its communication activities on the two-way symmetrical model of public relations.2. developed on two-way symmetrical strategies for building and maintaining relationships. 3. public relations unit must have the professional knowledge. 4. The organization should have a symmetrical system of internal communication. extended the excellence theory into a global public relations theory based on what we call “generic principles and specific applications. To deal with differences in contextual conditions, public relations practitioners in Slovenia found it necessary to apply the generic principles differently than in the Anglo countries. 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. Relationships also can be measured and evaluated to determine the long-term effectiveness and value of public relations. 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. public relations as a strategic management function so that organizations come to understand and accept public relations in this way rather than solely as a messaging, publicity, and media relations function.  In this research, learn how to convert public relations from a buffering role into the bridging role that modern organizations need to be effective and that societies around the world need to become more harmonious.

Reference:

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

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