Introduction
Excellence Theory is implied by the public relations department in their various communication processes and establishing relationships with the company’s clients and other people associated with the company. This theory is based on various models, which define the most appropriate way it should communicate various future propositions, companies’ past endeavors’ or any policies to the clients and other members. For the public relations department, establishing good relationship with the clients and people associated with the company is most important and more important is the way to retain this relationship.
Main body
Excellence theory models help the public relation department to form the best conducive method to send the message across. It all depends on the company’s policies, at the current situation and its target audience to whom the message needs to be sent and how they could establish the fruitful relationship with the company. Several studies conducted on the excellent theory found excellent results but one thing more needs to be noted that several corporate organizations do not value excellent communication theories and someone who feels public relations as a valuable asset are more occupied with maintaining media relations for the publicity of the company or organization. But the companies who developed the excellent communication theory rely and capture more valuable asset into this model. The excellence in the communication process also helps to reduce the cost and give good returns.
Dr. James E Grunig formulated the excellent theory in 1960 and conceptualized ‘excellence’ in the theory model on the basis of the various desirability levels. According to him, model 1 is least desirable, whereas model 4 is the most desirable and models 2 and 3 fall between these two categories.
The first model is also known as press agentry or publicity model whereby the public relations department needs to adopt the methods for publicity campaigns. In this model, they can exaggerate or make false statements to lure the customers and create positive impact on them. Second model is known by the name of the public information model whereby information is granted to the public on the bases of the truth. Correct information about the company’s policy is disseminated to the public. The information of general or economical interest is sent as press or news release and is one-way transfer of information. Third model is a two-way asymmetric model, which is also known as a scientific persuasion model. In this model, public relations practitioners adopt the methods to pursue the client to accept their point of view and allow the feedback, but want the public to adopt company’s views. The fourth is the two-way symmetric model. It is also known as mutual understanding model. It acts as an intermediary between the organization and the public. Public relation officers give their proposals in a direct conversational manner and allow public also to give their opinions’ regarding the same. In this type company involves the public in the communication process and then formulate the policies. (Fearn-Banks, 2007).
Grunig formulated this model of the excellence theory, which became the most useful concept for the public relations department and it’s functioning. Though, in its two way symmetrical model, public relations department invites its prospective clients and people to give their feedback in the company’s proposals, it means company is inviting people to come forward to give their suggestions and become a part of the decision making. Finally, it is the company who has the upper hand in the negotiation process and making decision.
Here is the idea of the model that is going to bring in people concerned also to make suggestions and recommendations and take an active part in the formulation process of the company. The model suggested is the relationship and investment model. As the whole concept of the public relations department is based on the relationship and therefore in development and maintaining of the relationship, this model can serve a great purpose in bringing the company closer to its clients and can help in making company clear in the client’s changing needs and requirements. In this process, unnecessary cost too can be reduced which may be incurred in the research process of just keeping market watch.
Relationship and investment model is based on the concept that relationship and investments are required. This model states that investment of time and emotional gratification of the clients will not only maintain the good relationship with them but also get good returns in the long run.
In today’s global world and stiff competition, maintaining long run and cordial relationship is equally important to the formulating of various marketing strategies in selling of the services and products. In this theory, public relation department can follow the method like arranging collateral meetings for the specific clients and inviting them to attend the same. In the meetings, they can be told about the policies of the company, launching of the new products and their usefulness and importance in their life. The clients could be encouraged to give their feedback, suggestions or also any of their concrete ideas that can help book the company image and publicity of the product.
The other methods can involve sending the clients greetings during their festival seasons. Also sending them proposals in various schemes, which could be profitable for the clients too. It is the natural human tendency that people are attracted towards the places where they are promised better returns either in the form of promises of quality products, good services and / or certain profitable ventures. The proposals could be free gifts or prizes and even holding of exhibitions or events for their pleasure. These proposals would ultimately take the company to make their stable clients, and increase their profits.
In this process, there is no issue of power or power over and every one is participatory in the decision process. Only disadvantage in this process is the time spent and more staff to make arrangements but this could also be ruled out, as it is not important as the events can be arranged on monthly or yearly basis. Secondly in the early phases of the previous model, the communication process is a one-way flow- i.e. from company to the clients. Since relationships involved in public relations approach are mutually influential, this power highly influences the relationship between organization and stakeholder. Foucault highlighted the difference between power and power over. (Coombs & Holladay, 2007, p. 53).
In power, the organization and stakeholders equally influence each other’s actions whereas in power over, the organization has enormous influence than stakeholders. It was during 1980’s and 1990’s when excellence theory dominated the public relations thinking and was based on having a dialogue between organization and stakeholder. This theory believes that problems can be identified and solved through dialogue but researchers of public relations have questioned its utility concerning the power imbalance between the organization and its stakeholders and control of power during the initiation of dialogue. The theory relationship and investment dismisses the issue of power and power over and does not recognize that organizations have upper hand in negotiations.
Under the several theories, public relations practitioners serve multiple purpose But majority of them owe their allegiance to the organization and only few of them show their concern towards stake holders and or clients or people concerned and practically their process involves in increasing the credibility and image of the company but relationship and investment theory methods takes clients into criteria because they know that little investment in the clients and stake holders will give far more results.
Conclusion
It is said that, “the extent to which public relations may influence results in organizational political arenas is linked to the professional, managerial and political skills-and especially to the political skill –of the public relations leaders in the organizations”. (Berger, 2007, p. 232) Public relations process should follow corporate propositions with skills that would establish cordial relationship with the clients at one hand and increase the profit and image of the company at the other.
Annotated Bibliography
Berger, B.K. (2007). Public relations and organizational behavior. In Eds. James E. Grunig, Larissa A. Grunig and Elizabeth L. Toth The future of excellence in public relations and communication management: Challenges for the next generation, 221-235. New York: Routledge.
The Future of Excellence in Public Relations and Communication Management is an assembled collection, which depicts the methods and ways the theories of the Excellence Study have developed and changed. The research regarding the advances, new additions and directions in excellence theories and its movement to global stage are presented. Strategic public relations management contributes to organizations and society is widely discussed.
Coombs, W. T. & Holladay, S. J. (2007). It’s not just PR: Public relations in society. Malden, MA: Blackwell Publishing.
Coombs & Holladay in It’s Not Just “PR” take a balanced approach in assessing the impact of Public relations and examples of power of Public relations of global corporations and non-profit sector are diversely discussed. It has also revealed the usefulness PR and effects and influences of PR in society and also discusses how PR earned a negative public reputation. Authors also debate the power issues involved in public relations theory and practice.
Fearn-Banks, K. (2007). Crisis communications: A casebook approach. New York: Routledge.
This book consists of case studies of organizational and individual problems that might result into problems or crises and their communication responses to deal in such situations. Critical issues such as how organizations, companies, and individuals communicate with the news media, employees, and consumers in times of crisis are explored and the method of avoidance of potential mismanagement is illustrated. Fast changing communications technology in relation to causing and fighting with crisis and theories pertaining crisis communications is discussed.
Grunig, J. E. (Ed.). (1992). Excellence in public relations and communication management. Hillsdale, NJ: Lawrence Erlbaum Associates.
The two fundamental questions about public relations in this book are answered. These are relating to the characteristics of an excellent communication department and how an organization can be made more effective due to excellent public relations and what is the economic worth of such a proposition. This book contains the integrated research as well as new theory i.e. general theory of public relations, which compasses the wide range regarding the ideas and practices of communication management in organizations as this theory relies upon other disciplines like sociology, psychology, management, communication, marketing, anthropology and women studies.
Tyma, A. D. (2008). Public relations through a new lens —Critical praxis via the “excellence theory”. International Journal of Communication, 2, 193-205.
Excellence Theory as a critical inquiry paradigm is presented by Tyma in his essay Public relations through a new lens —Critical praxis via the “excellence theory” and demonstrates that this theory is not only normative but also allows for the creation of spaces accessible by otherwise marginalized publics by the public relations practitioner while still following the principles of ethics in an organization. It is an answer to the critic’s version that such theory no longer holds relevance in today’s social, political and corporate realities and demonstrates its effectiveness in present scenario.