Grunig's Excellence Theory Case Study

Grunig’s Excellence theory, developed in the 1970s and 1980s, posits an umbrella concept which intends to explain the value of public relations as well as its mechanisms within the organization and with its external stakeholders (Grunig, 2008). The model revolves around the assurance that decisions made by companies consider the stakes and benefits between the organizations itself and its stakeholders. The most essential element of the Excellence theory is the degree to which a public relations operation involves itself in the strategic planning of a company rather than as an information outlet, in relation to the crucial decisions made by others in the organization. It endeavours to cultivate more negotiation culture and deepen collective …show more content…
It is worth nothing to acknowledge that social and digital media propels a two-way conversation- for instance should an online user posts up a content and another user reacts negatively, a response can be expected but they run the risk of sparking a heated dialogue. Alternatively, removing the content would be plausible, yet the user then risks of being perceived as someone who circumvents open communication- either way, both options pose stakes. In accordance to the realms of public relations, too many practitioners unfortunately continue to make use of social media as a means of dumping information on publics, the symbolic-interpretive approach, and therefore think of social media sites only as a means of disseminating messages, rather than leveraging on it to recognize problems issues that demand the immediate attention of public practitioners and also to engage in public …show more content…
In mapping out the negative implications of the internet on public relations, it is possible that it would often lead to greater demands and expectations for faster and more efficient line of communications between and organizations with the public audience (Pavlik.J, 2015). In other words, various parties would be much less tolerant and forgiving of any delays or slip-ups given the swift nature of online communication. A classic case of public relations disaster would be the example of the horrifying MH370 plane that went missing, whereby its crisis communications department had heavily mishandled its relationship with the media and publics, due to its slow response from the start, therefore led much greater room for wild speculations and rumours. On the grounds that public relations practitioners are unable to control or easily omit any sort of information and content online, it is hence extremely crucial that they circumvent any poor handling communications practices, especially when it comes to crisis situation that requires the prompt responses from their