Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries

by Grunig,James E.

• ISBN13: 9780805818178
• ISBN10: 0805818170
• Edition: 1st
• Format: Hardcover
• Copyright: 2002-07-01
• Publisher: Routledge

Summary

This book is the final product of the "excellence project"--a comprehensive research effort commissioned by the International Association of Business Communicators (IABC) Research Foundation. Going well beyond any of the previously published reports on the Excellence study, this book contains many new statistical analyses of the survey data and more details from the case studies. Discussing theory and data related to several ongoing discussions in the communication profession, this book answers the following questions: *How can we show the value of public relations? *What is the value of relationships? *How do relationships affect reputation? *What does it mean to practice communication strategically? *How can we measure and evaluate the effects of public relations programs? *Should communication programs be integrated? *How does the new female majority in the profession affect communication Excellence? This book, as well as the research it reports, is the product of symmetrical communication and collaboration. As such, it is intended for scholars, applied researchers, students, and informed professionals who understand the value of research in developing a profession, such as public relations. Knowledge of quantitative and qualitative research methods will make it easier to understand the book; however, the results are interpreted in a way that makes the analyses understandable even to those with little or no knowledge of statistics and research methods.

Table of Contents

Preface	ix
Excellence in Public Relations and Communication Management: A Review of the Theory and Results	1	(30)
Methodology of the Excellence Study	31	(24)
Isolating the Excellence Factor	55	(35)
The Value of public Relations	90	(50)
Empowerment of the Public Relations Function	140	(56)
Communicator Roles	196	(66)
Organization of the Communication Function, Relationship to Other Management Functions, and Use of Consulting Firms	262	(44)
Models of public Relations	306	(77)
The Origins, Management, and Outcomes of Programs for Key Publics	383	(59)
Activism and the Environment	442	(38)
Inside the Organization: Culture, Structure, Systems of Internal Communication, Job Satisfaction, Gender, and Diversity	480	(58)
New Directions for Research Suggested by the Excellence Study	538	(25)
Appendix A. Questionnaires for Heads of Public Relations Departments	563	(38)
Appendix B. Questionnaire for CEO or Other Member of the Dominant Coalition	601	(9)
Appendix C. Employee Questionnaire	610	(9)
Appendix D. Qualitative Interview Protocol	619	(6)
Author Index	625	(6)
Subject Index	631