The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation

by Toth,Elizabeth L.

• ISBN13: 9780805855968
• ISBN10: 0805855963
• Format: Nonspecific Binding
• Copyright: 2006-06-27
• Publisher: Routledge

Summary

The Future of Excellence in Public Relations and Communication Managementbrings together an outstanding group of public relations scholars and practitioners to consider the indelible theory building in public relations of James E. Grunig and Larissa A. Grunig, who with David M. Dozier, produced the 1992 IABC Excellence Study, a benchmark body of work examining best practices in the public relations field. In this assembled collection, editor Elizabeth L. Toth and the contributors show how and in what ways the theories of the Excellence Study have developed and changed. They present research that advances excellence theories, adds new dimensions and directions to the excellence theories, and shows how the excellence study has moved on to a global stage. Toth and her colleagues challenge future researchers to continue the theory-building that will lead to understand how strategic public relations management contributes to organizations and society. Public relations and communication management scholars, in addition to practitioners and graduate students studying these areas, will benefit immensely from the work included here.

Table of Contents

Preface	ix
Brief Biographies of James E. Grunig and Larissa A. Grunig	xiii
Introduction	xvii
Contributors to This Volume	xxi
I: Excellence: The Practitioner's Responsibility
1 How Public Relations Knowledge Has Entered Public Relations Practice	3	(24)
Linda Hon
II: Advances in Understanding Excellence and Communication
2 Collaborative Advocacy and the Creation of Trust: Toward an Understanding of Stakeholder Claims and Risks	27	(14)
Christopher H. Spicer
3 Management Through Advocacy: Reflection Rather Than Domination	41	(26)
Robert L. Heath
4 Two-Way Communication Based on Quantitative Research and Measurement	67	(18)
Don W. Stacks and Marcia L. Watson
5 Public Relations, Conflict Resolution, and Mediation	85	(18)
Kenneth D. Plowman
6 Interpersonal Communication as an Element of Symmetrical Public Relations: A Case Study	103	(16)
Yunna Rhee
7 Coping With an Uncertain World: The Relationship Between Excellence and Complexity Theories	119	(18)
Priscilla Murphy
III: Advances in Understanding Excellence and Management
8 Contribution of Public Relations to Organizational Strategy Formulation	137	(36)
Benita Steyn
9 Toward a Model of Scenario Building From a Public Relations Perspective	173	(26)
MinJung Sung
10 An Alternative Postmodern Approach to Corporate Communication Strategy	199	(22)
Ursula Stroh
11 Public Relations and Organizational Power	221	(14)
Bruce K. Berger
12 A Revisit of Symmetrical Communication From an International Perspective: Status, Effect, and Future Research Directions	235	(28)
Yi-Hui Huang
13 Relationship Measures Applied to Practice	263	(12)
Jennifer Scott
14 The Extent of Ethics	275	(24)
Shannon A. Bowen
15 Integrated Communication: Implications for Public Relations Beyond Excellence	299	(40)
Kirk Hallahan
IV: Advances in Program Planning and Its Evolutions in the New Century
16 The Situational Theory of Publics: Practical Applications, Methodological Challenges, mid Theoretical Horizons	339	(18)
Linda Aldoory and Bey-Ling Sha
17 Activism	357	(24)
Derina R. Holtzhausen
18 Redefining "Requisite Variety": The Challenge of Multiple Diversities for the Future of Public Relations Excellence	381	(18)
Bey-Ling Sha and Rochelle Larkin Ford
19 Reconceiving Gender for an "Excellent" Future in Public Relations Scholarship	399	(14)
Linda Aldoory
20 For Reputation's Sake: Managing Crisis Communication	413	(30)
Linda M. Hagan
V: Conditions for Global Excellence in Public Relations and Communication Management
21 Toward the Theory of Relationship Management in Public Relations: How to Cultivate Quality Relationships?	443	(34)
Chun-Ju Flora Hung
22 Effective Government Affairs in China: Antecedents, Strategies, and Outcomes of Government Affairs	477	(30)
Yi-Ru Regina Chen
23 The Relationship Between Culture and Public Relations	507	(20)
Krishnamurthy Sriramesh
24 The Application of Situational Theory in Croatia	527	(18)
Ana Tkalac
25 A Retrospective on World Class: The Excellence Theory Goes International	545	(26)
Robert I. Wakefield
VI: Challenges to Educators
26 Public Relations Knowledge and Professionalism: Challenges to Educators and Practitioners	571	(18)
Donald K. Wright and Judy VanSlyke Turk
27 An Education Model to Prepare for Excellence in Public Relations: A Case Study of the Syracuse University Limited Residency/Distance Learning Master's Program in Communications Management	589	(12)
Maria P. Russell
Author Index	601	(16)
Subject Index	617