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Excellence Theory in Public Relations: Past, Present, and Future

  • James E. Grunig
  • Larissa A. Grunig

Abstract

The programme of research known as the excellence theory began in the 1960s with J. Grunig’s research on publics found among Colombian farmers. Research then followed on the role of public relations in organizational decision-making, the symmetrical model of public relations, public relations measurement, and how the structure and environment of organizations shape public relations behaviour. The IABC excellence project added theories of public relations roles, operations research, and gender and diversity to the paradigm. The excellence theory has evolved into a general theory of public relations as a strategic management function, and ongoing research now is adding concepts and tools that public relations professionals who serve in a strategic role can use.

Keywords

Strategic Management Public Relation Unpublished Doctoral Dissertation Communication Management Excellence Study 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© VS Verlag für Sozialwissenschaften | GWV Fachverlage GmbH, Wiesbaden 2008

Authors and Affiliations

  • James E. Grunig
    • 1
  • Larissa A. Grunig
    • 1
  1. 1.University of MarylandCollege ParkUSA

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