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The Two-Way Symmetrical Model Of Public Relations

987 Words4 Pages

This chapter will discuss literature related to the strategic management and public relations, the Two-Way Symmetrical Model in the Excellent Theory of public relations, the emergence of new roles of public relations as well as analyzing and discussing the integrated marketing communication approach that could be applied by public relations practitioners to be effective and remain relevant in government organizations as well as industries.
The Excellence Study
There are many studies that have been conducted over the years to identify and justify the need to put public relations in strategic management process of an organization. Many evidences have unearthed the needs (Grunig & Hunt, 1984; Cutlip, Center & Broom, 1994; Drobis, 1997-1998), …show more content…

However, there are still those who see public relations as a technician job of communication that includes having strategic importance such as management consultancy, scanning and analyzing environment (Moss and Warnaby, 1999).
Dozier and Grunig (1992) have pointed out that at some point in their history, most organizations probably develop their public relations strategically, namely with the presence of a strategic public provides the motivation for initiating public relations programs. However, as time goes by, the original objectives of the programs are being neglected and communication programs are being carried out without considering the public strategic segmentation. This has made the practice of public relations ineffective and does not contribute in helping organization to adapt to dynamic environments.
Nowadays, though theoretically and through trends of research, show public relations is gaining momentum and began to be recognized again as one of the key success of an organization, little has been done to seek the primary outcome of public relations practice in strategic management (Men & Hung, …show more content…

al, 2002). After identifying the strategic groups, strategic public relations programs can be carried out to cultivate long-term, quality and credible relationships with strategic publics and manage conflicts with them. When public relations officers are part of the power elite or have access to the dominant coalition, they can bring their knowledge and expertise to the decision-making table, help reconcile the goal of organization and publics, bring the problems of publics in the environment and suggest possible solutions, thus contributing to the strategic management of the organization (Grunig, 1992; Gruning, 2006; Grunig et. al

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