Excellence Theory And Organizational Theories In Public Relations

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Theories are an essential aspect to human logic that allows us to make predictions on how events and actions are associated; moreover, it provides a contemplative generalized way of thinking that helps us understand content more comprehensibly. Understanding a few good theories improves the strategic managers chances of success, because theories are essentially generalizations about how people behave and think which helps communication programs determine and reach appropriate goals and objectives. For this reason theories are extremely relevant to communicated based industries such as media relations and public relations. Two commonly practiced theories used in these fields consist of excellence theory and framing. The purpose of this essay …show more content…
For the purpose of this essay we will only be discussing two excellence theory and framing these two were picked because they were considered most relevant to the subject topic. Excellence theory originated from a study subsidized by the International Association of Business Communicators’ (IABC) Research Foundations. This study was directed by James Grunig who wanted to categorise the key qualities that made public relations “excellent” in regards to its contribution to organisational effectiveness. The theory acknowledged an abundant amount of important concepts, but proposed that organisations with high public recognition were those that acknowledged the importance of public relations as a key function. This result was indicated because it is important for an organization to understand the value of listening and communicating with their publics. Although the theory has transformed over the years there is still one definition/summary of excellence theory that emphasises the “excellence” in public relations. In order to understand the “excellence” in public relations the following qualities should apply: ‘taking part in strategic decision-making, attaining a managerial role in the organization, being engaged in two-way symmetrical communications with publics, promoting social responsibility and not just the interests of the organization, including diversity, being a single coordinated function and taking account of local political social and culture context’ (Macnamara 2012). Excellence theory was formed through a model of four principles developed by James Gruing and Todd Hunt in 1984 (Grung & Hunt 1984). These principles consist of ‘press agentry/publicity, public information, two way asymmetric and two way symmetric’. The first of the four “press agentry” works on gaining attention through stunts, particularly by the media. Public

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