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The Excellence theory is a general theory of public relations that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined”. [1]
The theory also resembles theories of consumer behavior, health communication, media exposure, and political communication popular in other domains of communication research. However, the situational theory of publics contains more variables and has a more developed system of measurement and analysis than these other theories. As a result, it ...
James E. Grunig (born April 18, 1942) is a public relations theorist, Professor Emeritus for the Department of Communication at the University of Maryland. [ 1 ] Biography
There has been a theoretical shift from public relations reflecting an emphasis on managing communication [4] to an emphasis on communication as a tool for establishing relationships. [ 5 ] The consideration of dialogue as a public relations theory should be attributed to Pearson. [ 2 ]
Ferguson investigated 171 public relations research abstracts published in Public Relation Review from 1975 to 1984. Ferguson identified social responsibility and ethics; social issues and issue management; and public relationships as important concepts.
Negative public relations, also called dark public relations (DPR), 'black hat PR' and in some earlier writing "Black PR", is a process of destroying the target's reputation and/or corporate identity. The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival.
According to The Global Public Relations Handbook, public relations evolved from a series of "press agents or publicists" to a manner of theory and practice in the 1980s. [22] Research was published in academic journals like Public Relations Review and the Journal of Public Relations Research. This led to an industry consensus to categorize PR ...
Opposed to the normative nature of the excellence theory, the contingency approach posits that "true" excellence should instead facilitate public relations to pick the most appropriate strategies which best meet the current need of the organization and its publics at any given point in time, and that antecedent, mediating, and moderating ...