An Overview of Public Relations Theory （公共关系理论的概述）.pdf

Rhee, Y. (2004). The employee-public-organization chain in relationship management: a case study of 16 a government organization. Unpublished doctoral dissertation, University of Maryland, College Park. An Overview of Public Relations Theory Management Perspectives in Public Relations The field of public relations has progressed far from the research tradition, which primarily focused on production of messages, campaigns, and mass media effects on audiences (Bruning Ledingham, 2000; Ledingham Bruning, 1998). J. Grunig and Hunt (1984) have provided grounds for the re-conceptualization of public relations. They defined public relations as “the management of communication between an organization and its publics” (p. 7). Furthermore, J. Grunig and Hunt (1984) proposed a model of strategic public relations management. Their strategic public relations management theory encompasses much of the foundational knowledge in public relations strategy, including the situational theory of publics1 TP and models of public relations.PT The Excellence Study Considered as a monumental study in public relations, the excellence study can be seen as an integration of strategic management theories of public relations into a greater whole. Funded by the International Association of Business Communicators (IABC) Research Foundation, a team of six researchers (J. Grunig, L. Grunig, Dozier, Ehling, Repper, and White) began their research by addressing the question posed: How, why, and to what extent does communication contribute to the achievement of organizational objectives? In addition to the original question of organizational effectiveness, they added TP 1PT Developed by J. Grunig, situational theory is a theoretical