Rintasari Mandala Putri 125120207121016

Theory PR Excellence theory

Facing changes in the increasingly dynamic, static organization and running business as usual just a matter of time for 'sinking'. Dynamic organization in responding to change, innovative in developing corporate strategy and business can survive in the competition and is able to sustain its business. The conditions and the situation is a challenge and an opportunity for PR practitioners to expanded beyond its role as a communication technician be contributing to strategic management.

So what is the strategic management and how the PR role and contribute to it? Prior to this explanation, try to answer these questions, what is the function of communication in your company?, Is simply a method to communicate or have become part of the management process? And how to input to the organization?

Observing and observing the role and function of PR in most companies in Indonesia, PR is still positioned as a communication technician that focuses solely on publicity and media relations. Understanding of management is still low about PR is often an obstacle for practitioners in carrying out its functions, especially when faced with a variety of organizational problems.

PR practitioners in making decisions often without analyzing in depth on issues of environmental and public affairs. At the end of the programs that run not effectively answer or a solution to the real problem. Crises or problems can be avoided if the PR practitioners know and observe what is happening in their environment.

The role and contribution of public relations in strategic management by creating a scenario planning through three activities, namely the management issues, environmental scanning and strategic conversation. Public relations strategic planning is based on multiple future environmental situations can assist organizations in understanding the environment and management can develop strategic decisions based on the outlook alternative. we often call 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 (James E. Grunig & Larissa A. Grunig)

In this context, public relations strategic role in the decision at the macro level of organization and communication strategies and berintergrasi synergistically proceed at the level of strategic management from strategy and policy at the level of the enterprise, corporate, business unit, functional to the strategy at the operational level. PR can encourage organizations can participate excellence through the development of long-term good relationship with the strategic public. here I take the example of CSR one of the tobacco companies, so that the middle of the pros and cons of the  current cigarette companies while maintaining good relations with the public using CSR program, the following news:

reference:

Grunig, James E.  & Grunig, Larissa A. Excellence Theory in Public Relations: Past, Present, and Future