The Future of Excellence in Public Relations and Communication Management
Challenges for the Next Generation
Edited by Elizabeth L. Toth
Routledge – 2006 – 656 pages
Series: Routledge Communication Series
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.
Contents: Preface. Introduction. Part I: Excellence: The Practitioner's Responsibility. L. Hon, How Public Relations Knowledge Has Entered Public Relations Practice. Part II: Advances in Understanding Excellence and Communication. C.H. Spicer, Collaborative Advocacy and the Creation of Trust: Toward an Understanding of Stakeholder Claims and Risks. R.L. Heath, Management Through Advocacy: Reflection Rather Than Domination. D.W. Stacks, M.L. Watson, Two-Way Communication Based on Quantitative Research and Measurement. K.D. Plowman, Public Relations, Conflict Resolution, and Mediation. Y. Rhee, Interpersonal Communication as an Element of Symmetrical Public Relations: A Case Study. P. Murphy, Coping With an Uncertain World: The Relationship Between Excellence and Complexity Theories. Part III: Advances in Understanding Excellence and Management. B. Steyn, Contribution of Public Relations to Organizational Strategy Formulation. M. Sung, Toward a Model of Scenario Building From a Public Relations Perspective. U. Ströh, An Alternative Postmodern Approach to Corporate Communication Strategy. B.K. Berger, Public Relations and Organizational Power. Y-H. Huang, A Revisit of Symmetrical Communication From an International Perspective: Status, Effect, and Future Research Directions. J. Scott, Relationship Measures Applied to Practice. S.A. Bowen, The Extent of Ethics. K. Hallahan, Integrated Communication: Implications for Public Relations Beyond Excellence. Part IV: Advances in Program Planning and Its Evolutions in the New Century. L. Aldoory, B-L. Sha, The Situational Theory of Publics: Practical Applications, Methodological Challenges, and Theoretical Horizons. D.R. Holtzhausen, Activism. B-L. Sha, R.L. Ford, Redefining "Requisite Variety": The Challenge of Multiple Diversities for the Future of Public Relations Excellence. L. Aldoory, Reconceiving Gender for an "Excellent" Future in Public Relations Scholarship. L.M. Hagan, For Reputation's Sake: Managing Crisis Communication. Part V: Conditions for Global Excellence in Public Relations and Communication Management. C-J.F. Hung, Toward the Theory of Relationship Management in Public Relations: How to Cultivate Quality Relationships? Y-R.R. Chen, Effective Government Affairs in China: Antecedents, Strategies, and Outcomes of Government Affairs. K. Sriramesh, The Relationship Between Culture and Public Relations. A. Tkalac, The Application of Situational Theory in Croatia. R.I. Wakefield, A Retrospective on World Class: The Excellence Theory Goes International. Part VI: Challenges to Educators. D.K. Wright, J.V.S. Turk, Public Relations Knowledge and Professionalism: Challenges to Educators and Practitioners. M.P. Russell, An Education Model to Prepare for Excellence in Public Relations: A Case Study of the Syracuse University Limited Residency/Distance Learning Master's Program in Communications Management.