Persuasion And Grunig's Theory Case Study

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“Excellent public relations is managerial, strategic, symmetrical, diverse and ethical.” - (Grunig, Grunig & Dozier 2002, p.3 306)

This discussion will analyse the relationship between persuasion and Grunig’s Excellence theory with reference to power and resource difference. This conversation will focus on the symmetrical worldview which is based on normative approach to public relations practice. Symmetry is the mutual agreement or balance between two parties to achieve mutual benefit, desired goals and maximise organisational effectiveness through strategic, ethical and managerial systems. (Grunig, 1992). Example - For an organisation to be effective, it must behave in ways that solve the problem and satisfy the goals of stakeholders as well as the management by mutual understanding and agreement.

Grunig’s theory of excellence is based on four PR models – press agentry, public information, two-way asymmetrical, and two-way symmetrical – the best practice in public relations.

Before Symmetry, persuasion had been fundamental to public relations. Persuasion was used as a method to change behaviour or attitude of the publics to benefit the organisation. Edward Bernays defined persuasion as a tool to align the interests of organisations and
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As described by J. E. Grunig (1992b), the dominant coalition is a “group of senior managers who control the organization” (p. 5).

The excellence theory advocates empowerment of public relations practice with regards to power and resource distribution rather than focusing on a dominant entity.“Excellence is also powerful at the operational level” (Hon, 2007, p.20)

Elizabeth Toth has identified namely four categories of effective public relations (Toth)
Empowerment of public relations as part of managerial

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