Public Relations and Strategic Management

9957 Words40 Pages
Journalism Studies, Volume 1, Number 2, 2000, pp. 303–321

Public Relations in Strategic Management and
Strategic Management of Public Relations: theory and evidence from the IABC Excellence project
JAMES E. GRUNIG AND LARISSA A. GRUNIG

University of Maryland, USA

ABSTRACT This article establishes the case for public relations as a critical component of an organization’s strategic management processes and of the subsequent strategic management of public relations in an effective organization. The article begins with an elaboration of a theory of the value of strategic management in public relations. Qualitative and quantitative results of the
IABC Research Foundation’s Excellence project, presented next, con rmed the
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Thus, we added what we called the excellence question: how must public relations be practiced and the communication function organized for it to contribute the most to organizational effectiveness?
The theoretical answers that we developed to these two research questions as well as our empirical con rmation of the theory show the importance of an organization viewing public relations as a critical component of its strategic management processes and of the subsequent strategic management of public relations. The results of our research further con rm the importance of strategic public relations in effective organizations: involvement of public relations in strategic management consistently was the best predictor of excellent public relations.
To understand the importance of public relations to strategic manage-

JAMES E. GRUNIG AND LARISSA A. GRUNIG

ment, this article begins by reviewing brie y our theory of the value of public relations. This theory leads directly to two of the characteristics of excellent departments: public relations is involved in organizational strategic management, and public relations is managed strategically. The second section of the article presents our theory of public relations and strategic management. Finally, the third section presents results from our research that con rm the importance of strategic public relations in making organizations more effective.

How Public Relations
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