Excellent public relations and effective organizations : a study of communication management in three countries / Larissa A. Grunig, James E. Grunig, David M. Dozier.

Includes index.

Table of Contents

Preface ix
Excellence in Public Relations and 1 (30)
Communication Management: A Review of the
Theory and Results
Methodology of the Excellence Study 31 (24)
Isolating the Excellence Factor 55 (35)
The Value of Public Relations 90 (50)
Empowerment of the Public Relations Function 140(56)
Communicator Roles 196(66)
Organization of the Communication Function, 262(44)
Relationship to Other Management Functions,
and Use of Consulting Firms
Models of Public Relations 306(77)
The Origins, Management, and Outcomes of 383(59)
Programs for Key Publics
Activism and the Environment 442(38)
Inside the Organization: Culutre, Structure, 480(58)
Systems of Internal Communication, Job
Satisfaction, Gender, and Diversity
New Directions for Research Suggested by the 538(25)
Excellence Study
Appendix A. Questionnaires for Heads of Public 563(38)
Relations Departments
Appendix B. Questionnaire for CEO or Other 601(9)
Member of the Dominant Coalition
Appendix C. Employee Questionnaire 610(9)
Appendix D. Qualitative Interview Protocol 619(6)
Author Index 625(6)
Subject Index 631

This volume is the final product of the "excellence project" - a comprehensive research effort commissioned by the International Association of Business Communicators (IABC) Research Foundation. It 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 programmes?; Should communication programmes be integrated?; How does the new female majority in the profession affect communication Excellence?
The 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 should 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.