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

by James E. Grunig, David M. Dozier

Overview

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.

Product Details

ISBN-13:	9780805818185
Publisher:	Taylor & Francis
Publication date:	07/01/2002
Series:	Routledge Communication Series
Edition description:	New Edition
Pages:	668
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

James E. Grunig, David M. Dozier, James E. Grunig

Table of Contents

Contents: Preface. Excellence in Public Relations and Communication Management: A Review of the Theory and Results. Methodology of the Excellence Study. Isolating the Excellence Factor. The Value of Public Relations. Empowerment of the Public Relations Function. Communicator Roles. Organization of the Communication Function, Relationship to Other Management Functions, and Use of Consulting Firms. Models of Public Relations. The Origins, Management, and Outcomes of Programs for Key Publics. Activism and the Environment. Inside the Organization: Culture, Structure, Systems of Internal Communication, Job Satisfaction, Gender, and Diversity. New Directions for Research Suggested by the Excellence Study. Appendices: Questionnaires for Heads of Public Relations Departments. Questionnaire for CEO or Other Member of the Dominant Coalition. Employee Questionnaire. Qualitative Interview Protocol.

Editorial Reviews

The authors (all from the academic field of communications) analyze the findings of the "Excellence Study," commissioned by the International Association of Business Communicators Research Foundation. Having reviewed the literature on public relations, the authors constructed a theory of how communications professionals add value to an organization and conducted a survey to test the theory. They argue that the study shows that communication functions should be integrated into a single department within organizations and that organizations that communicate with activists develop a competitive advantage over others. Annotation c. Book News, Inc., Portland, OR (booknews.com)\

Booknews

"The book's numerous strengths include its detailed reports of the research findings (both quantitative and qualitative) on which such judgements are based. Extensive footnotes and references cited at the end of each chapter provide further guidance for readers interested in going into more depth on any topic. The book also features a fine comprehensive index....The relatively clear and readable writing style also makes this a work of scholarship that should be highly useful to PR practitioners as well as academics, especially top PR managers interested in improving their organizational and personal effectiveness...much of the material also can be useful to public relations professors teaching even undergraduate PR classes."
—Communication Research Trends

"Defining PR as a management function and exploring its role in strategic management, this volume develops a comprehensive theory of communication management."
—Business Horizons

From the Publisher