Review journal of “Excellence Theory in Public Relations:

Past, Present, and Future” by James E. Grunig & Larissa A. Grunig

By: Meryana Deasy Karina Sudarsono (135120207121004)

Public relations is about how people can influence other people to achieve its goal. Public relations is important and needed by company. L.A. Grunig et al. (2000) compared the desires of public relations to act ethically and morally with the values and ethics found within feminist theoretical positions, both in relation to research as well as practice.The “Excellence Theory” is in a position from which public relations can be practiced ethically as well as offers a launching point for collaboration within larger social democratic structures (J.E. Grunig, 2000).

            This review is based on the journal by James E. Grunig & Larissa A. Grunig¸”Excellence Theory in Public Relations: Past, Present, and Future”. This journal is about research of execellence theory which followed on the role of public relations in organizational decision-making, the symmetrical model ofpublic relations, public relations measurement, and how the structure and environment of organizations shape public relations behaviour. Here, this research defined excellence  differently and conducted large-scale survey research with qualitative interviews, and also excellence as a set of characteristics of a public relations function that were correlated with organizational effectiveness (J.E. Grunig & L.A. Grunig, 2008). We defined excellence in public relations as a set of attributes and practices that helped to “build quality, long-term relationships with strategic constituencies” (L. Grunig, J. Grunig, & Ehling, 1992, p. 86).

            Meanwhile, this journal also explains about models of public relations. This research suggests that excellent departments design more of their communication programmes on the two-way symmetrical model of collaboration and public participation than on three other typical models: press agentry (emphasizing only favourable publicity), public information (disclosing accurate information but engaging in no research or other form of two-way communication), or two-way asymmetrical (emphasizing only the interests of the organization and not the interests of publics) (J.E. Grunig, & L.A. Grunig, 2008).

            This journal explains all about public relations. After I read this journal, I get more knowledge about excellence theory in public relations, two approaches to public relations, empowerment of the public relations function, communication roles, models of public relations, the strategic management role of public relations, and many more. But, the advantage from this journal is sometimes I still confused with excellence theory and the language that is used is too high. But all is good and I still can understand some of theory that is explained. Hope excellence theory can apply well and public relations can do their practice well. For get more knowledge about excellence theory in public relations, I recommend people to read this journal for more.

           

References:

Grunig, J.E. (2000). Collectivism, collaboration, and societal corporatism as core professional    values. Journal of       Public Relations Research, 12, 23-48.

Grunig, J.E., & Grunig, L.A. (2008). Excellence 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 Sozialwissenschaften

Grunig, L. A., Grunig, J. E., & Ehling, W. P. (1992). What is an effective organization? In J.             E. Grunig (Ed.), Excellence in           public relations and communication             management (pp. 65-90). Hillsdale, NJ: Lawrence Erlbaum Associates.

Grunig, L.A., Toth, E.L., & Hon, L.C. (2000). Feminist values in public relations. Journal of         Public Relations Research, 12, 49-68.