ABSTRACT

The Future of Excellence in Public Relations and Communication Management brings 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.

part I|2 pages

Excellence: The Practitioner’s Responsibility

part III|2 pages

Advances in Understanding Excellence and Management

chapter 11|14 pages

Public Relations and Organizational Power

ByBruce K. Berger

chapter 13|12 pages

Relationship Measures Applied to Practice

ByJennifer Scott

chapter 14|24 pages

The Extent of Ethics

ByShannon A. Bowen

part IV|2 pages

Advances in Program Planning and Its Evolutions in the New Century

part V|2 pages

Conditions for Global Excellence in Public Relations and Communication Management