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[37] [40] The Institute for Public Relations held its first conference in 1949 and that same year the first British book on PR, "Public Relations and publicity" was published by J.H. Brebner. [100] The Foundation for Public Relations Research and Education (now the Institute for Public Relations) was founded in 1956. [101]
In his 1984 textbook, Managing Public Relations, and in a number of studies published before and after the textbook, Grunig further developed the theory from an explanation of individual communication behavior to a theory of publics-based in part on John Dewey's book, The Public and Its Problems.
Grunig has published 250 articles, books, chapters, papers, and reports on public relations.He has received awards and honors from the Public Relations Society of America and the Institute for Public Relations Research.
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]
Public opinion can be influenced by public relations and the political media. Additionally, mass media utilizes a wide variety of advertising techniques to get their message out and change the minds of people. Since the 1950s, television has been the main medium for molding public opinion. [14]
Viewing relationships as the core of public relations research was first advocated by Mary Ann Ferguson in 1984. The relational perspective became a major theory development in the field. It took nearly 15 years for Ledingham and Bruning (1998) to propose a working definition of relationship management.
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