1. Involvement of Public Relations in Strategic Management. The public relations department helps the organization build relationships with both internal and external publics and supports the organization’s efforts to achieve strategic goals and objectives.
2. Empowerment of Public Relations in the Dominant Coalition or a Direct Reporting Relationship to Senior Management. The strategic management of public relations must be an integral part of the strategic management of the overall organization, and the public relations unit has to practice public relations according to professional principles.
3. Integrated Public Relations Function. Excellent public relations departments integrate all public relations functions into a single department or have a mechanism to coordinate the units’ multiple efforts, so they can be managed in a more strategically meaningful fashion. Public Relations as a Management function separate from Other Functions. Avoiding the sublimation of public relations to other departments such as marketing or human resources, for example, thus, allowing the public relations practitioners more freedom and independence in executing their activities and communicating with the various publics.
5. The Role of the Public Relations Practitioner. A manager, rather than a technician should head the excellent public relations unit, so it can be part of the dominant coalition within the organization.
6. Two-Way Symmetrical Model of Public Relations. This is a model based on research and uses communication effectively to promote understanding and conflict resolution with strategic publics. However, in some cases it is possible to combine some elements of the two-way symmetrical model with the two-way asymmetrical model creating a “mixed motive” model.
7. A Symmetrical System of Internal Communication. Excellent organizations allow a wide margin of autonomy to their employees and enable them to participate effectively in the decision making processes within the organization.
8. Knowledge Potential for Managerial Role and Symmetrical Public Relations. Excellent public relations departments should ensure that their practitioners have the needed theoretical and professional knowledge required to carry out their roles effectively.
9. Diversity embodied in all Roles. Excellent public relations units should integrate both men and women in all roles, as well as practitioners representing different racial, ethnic, and cultural back- grounds. This is especially important to communicate effectively with varied publics.
Excellence Theory seems to be an expansion of Grudig's PR model of communication..but overall it enhanced my understanding of this particular chapter and has enlightened me :)
ReplyDeleteI do agree that the theories have helped students understand the needs of PR but I'm not totally supportive of these theories being the core of a PR practitioner though..
A PR practitioner has to be versatile and flexible to react accordingly to any situation and if he/she gets confined to these set of rules, then PR won't be as effective anymore