• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Excellence Theory
Excellence theory

Excellence theory suggests that the two-way symmetric model of PR is best practice. Grunig wrote that:

Public Relations contributes to organisational effectiveness when it helps to reconcile the organisation's goals with the expectations of its strategic constituencies. This contribution has monetary value to the organisation's.

PR contributes to effectiveness by building quality long-term relationships with strategic constituencies. PR is most likely to contribute to its effectiveness when the senior PR manager is a member of the dominant coalition (… of decision makers) where he or she is able to help shape the organisation's goals and to help determine which external publics are most strategic’(Dozier et al, 1995)

Grunig identified four levels of excellence: the programme level where PR is managed strategically; the departmental level that tracks ...

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