Public Relations Theory II: A Book Review
DOI:
https://doi.org/10.31907/2617-121X.2019.03.02.4Keywords:
Excellence theory, public relations theory, two-way symmetrical communications, Grunig, corporate communications, best practices.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.
References
Bryson JM, Crosby BC, Bloomberg L. Public value governance: Moving beyond traditional public administration and the new public management. Public Administration Review 2014; 74(4): 445-456. https://doi.org/10.1111/puar.12238
Moore MH. Creating public value: Strategic management in government. Cambridge, MA: Harvard University Press 1995.
Emery Y, Wyser C, Martin N, Sanchez J. Swiss public servants’ perceptions of performance in a fast-changing environment. International Review of Administrative Sciences 2008; 74(2): 307-323. https://doi.org/10.1177/0020852308089906
Tomazevic N, Tekavcic M, Peljhan D. Towards excellence in public administration: Organization theory-based performance management model. Total Quality Management 2017; 28(6): 578-599. https://doi.org/10.1080/14783363.2015.1102048
Grunig LA, Grunig JE, Dozier DM. Excellent public relations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum 2002. https://doi.org/10.4324/9781410606617
Nemec T. How to reach innovativeness in public administration? Paper presented at the 16 letna Konferenca Slovenskega Zdruzenja za Kakovost, Bernardin, Slovebia, 2007; pp. 203-205.
Deatherage PC, Hazelton V. Effects of organizational worldviews on the practice of public relations: A test of the theory of public relations excellence. Journal of Public Relations Research 1998; 10(1): 57-71. https://doi.org/10.1207/s1532754xjprr1001_03
Grunig JE. Symmetrical presuppositions as a framework for public relations theory. In C. H. Botan & V. Hazelton Jr. (Eds.), Public relations theory. Hillsdale, NJ: Lawrence Erlbaum Associates Inc. 1989; pp. 3-15.
Grunig JE, White J. The effects of world views on public relations theory and practice. In J. E. Grunig (Ed.), Excellence in public relations and communication management. Hillsdale, NJ: Lawrence Erlbaum Associates Inc. 1992; pp. 31-64.
