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An Overview of Public Relations Theory (公共关系理论的概述)
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 Unpublished doctoral dissertation, University of Maryland, College Park.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
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