Public Relations Theory II: A Book Review - (Pages 40-45)
Sufyan Mohammed, John Kilker III and Howard Fisher
Department of Communication, University of Scranton, Scranton, PA 18510, USA
Abstract: Most of the attempts to measure the value of public relations have suffered by confusing the different levels of analysis from which a researcher could address the value question. Organizations must be effective at four increasingly higher levels of analysis; 1 the program level; 2 the function level; 3 the organizational level; and 4 the societal level. Effectiveness at a lower level contributes to effectiveness at a higher level, but organizations cannot be said to be truly effective unless they have value at the highest of these levels.
Keywords: Excellence theory, public relations theory, two-way symmetrical communications, Grunig, corporate communications, best practices.