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Grunig Excellence by Mind Map: Grunig Excellence
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Grunig Excellence

Excellence 01: Overview

focus is on people who perform communication duties

three key questions that need research based answers so that practical decisions can be made about allocating resources

The IABC Excellence Project

The sections of the book


The basic theory

The program level: effective planning of communication programs

The departmental level: characteristics of excellent public relations / communication departments

The organizational level: the conditions that make excellence in public relations possible

The economic level: how public relations contributes to the bottom line

Excellence 02: Worldviews and pr theory and practice

science as a world view

Grunig's myths of science

public relations is seen through the worldviews of its practitioners and those who have opinions about what pr is and does

philosophy of science for pr practitioners

excellent public relations

Symmetrical vs asymmetrical public relations

Social role of public relations

technical and managerial presuppositions

normative theory of public relations

Excellence 03: What is an effective organization?

does managed communication contribute to an effective organization?

stage one: organizations are effective when they reach their goals?

stage two: organizations are interdependent with other organizations and groups in their environment

organizations struggle to achieve their mission in the face of constraints imposed by outside groups and interests

Building relationships that manage interdependence is the substance of public relations

Theories of organizational effectiveness

Organizational relationships are central in discussions of effectiveness

diversity and requisite variety

the economic value of public relations

Excellence 06: Strategic management, publics and issues

Excellence 07: Evaluation of public relations programs: effects research

Excellence 09: What is excellence in management?

Excellence 10: Public relations management and operations

Excellence 11: models of public relations and communication

This chapter is a major argument for the validity and reliability of the four model scheme. It offers insight into the development of the current model theory, and also how it has been tested. The model is both positive and normative, and when practiced, produces the most positive results for an organization.

the development of a category scheme

early attempts at models: pedigree of the four category model

the four emergent models

research support for the four models

reasons for practicing various models

Excellence 12: organizational roles of communication and public relations practitioners

(excuse me, but can you tell me what public relations people do?)

four communication practitioner roles

organizations have people who become the focal point for meeting expectations and functions

roles theory and research in public reltions

roles, program evaluation and environmental scanning

roles, decision making, and environments

roles and models of public relations

roles, practitioner belief systems, and job satisfaction

Excellence 17: adaptation to enviornment

Excellence 20: Symmetrical systems of communication

Excellence 21: corporate culture and public relations

Excellence 22: societal culture and public

Excellence 18: power in the public relations department

Excellence 16: Public relations education and professionalism

introduction analogy

key questions

professionalism criteria

public relations education and professionalism

public relations versus publicity