“In my job, I was a member of senior staff and was in a weekly senior staff meeting with four other people in government with this elected official.” Because of this PR practitioner’s access, the other managers at the table were better able to consider other points of view and possible consequences in their decision-making process. The tea manufacturer can only hope to influence what is written about it by how it communicates and the relationships that it has with its audiences. “Employees should be thought of as an extension of the public relations department. Emphasize excellence for all—not just those at the top, bottom, or middle of the distribution—and recognize diverse forms of excellence. In addition, the use of language and rhetoric allows the PR practitioner to create meaning in the life of an employee, as previously noted. Scenario building also is a critical tool that can be used to help organizations avoid crises situations that could have long-term negative financial effects on the company as a whole and damaging effects to the organization’s reputation. I'll leave that to far more learned and wiser minds than my own. The Excellence Theory in PR and its relevance to KM. Some of it was via hyperlinks but by no means all. This closed group could provide a safe space for employees to discuss current issues or challenges, and also could allow them to participate in an open forum by asking questions of the company leaders or PR practitioner. The excellence theory first explained the value of public relations to organizations and society based on the social responsibility of managerial decisions and the quality of relationships with stakeholder publics. Posted on October 20, 2010 by Robert W. Grupp. “I would have the ability to comment on possible implications – if we do this, then this could happen, or – have we thought about this? The PR practitioner, through scenario building, is creating a wider perspective for the dominant coalition to ensure that an organization’s publics’ needs are met and the relationships most important to the organization are protected. Details of the requirement for the current assessment are outlined on the CIPR website. Figure 1: How messages travel in networks regardless of traditional boundaries. The Four Models of Public Relations and the Excellence Theory aren’t wrong but they are idealistic and as Sheldrake shows are showing their age in an era of Internet-driven network communication, and are insufficient to explain the modern business of public relations. Scenario building is a key tool and another aspect of the Excellence Theory, which allows PR practitioners to also prevent crises by guiding the dominant coalition in making ethically sound choices. “I think the ideal combination is having someone on the inside (of an organization) who understands, who is the advocate internally, or the access internally, for the external consultant voice,” she said. Similar searches also can be conducted via Facebook, blogs and other related social media platforms and websites. In this way, men are building strategic relationships that can lead them to the strategic management function because they had literal doors opened for them that were immediately closed for the woman when her mentor was chosen for her. Being popular is good, but being intellectually excellent is suspect. A key principle is for leaders to “act” their way into a new culture. Whether it’s a handshake in passing, or regular site visits, friendly, personable interactions between a CEO and its employees is a small action that can make a big difference when it comes to company morale. It will take members of both sexes working together to fix this problem. Infinite Love for the work you do. Also, collaboration is always a good thing.”. Provide students with opportunities to learn through multiple modalities. I think this is a truth that just about anyone can relate to at some point in his or her career. This is symmetrical communication between an organisation and its publics and it overlays neatly onto the fourth of the Four Models of Public Relations. Societal level – Organisations must recognise their impact on other organisations and publics. It would be a C-level director. Change is constant. He believes that the research team missed an opportunity to explore the broader implications of the relationship between an organisation and its markets. Through the Excellence Theory, Grunig provides PR practitioners with the concept of environmental scanning, which is a way professionals can gather information from its publics in an effort to better serve them, communicate with them, and represent them as a member of the dominant coalition of an organization. PR practitioners are more effective when utilized at the strategic management level because they have a seat at the executive table. I would add, however, that the most important principle of the Excellence theory is the extent to which a public relations function participates in the strategic management of an organization rather than as a messenger service for decisions made by others in the organization. Relevance and Application of Excellence Theory The “Excellence Theory” is in a position from which public relations can be practiced ethically ; it also offers a launching point for collaboration within larger social democratic structures It stresses the economic importance of building and maintaining healthy relationship … In a sense, scenario building is a way that a PR practitioner can protect an organization’s relationships with its various publics, because this act is putting a focus on how those publics will react to any given decision. The Excellence Theory’s general theory proposed that the value of communication can be determined at four levels as follows[iv]. In addition, PR professionals can also use hashtags during campaigns to measure how effective a strategy is online and to see its publics’ responses in real time. Cheapo Toys needs to figure out what exactly is causing the employee turnover. With women consumers making the majority of purchasing decisions across the globe, corporations looking to stay on the cutting edge of their industries are well advised to cultivate gender diversity.” (Hewlitt, “What women need to advance,” Forbes). Company … Excellence is a measure of consistently superior performance that surpasses requirements and expectations without demonstrating significant flaws or waste. Leadership Excellence means being on the road towards what is better, more successful.This requires the leader to be committed to development and improvement and be aware of them. This is another aspect of how the gender gap can be addressed, but not a solution that can stand on its own. Knowledge Management; ... resulting in what is known as the Excellence study. 2012 Jul/Aug;27(4):68-71. Communications and marketing related tasks usually fall under the job description of the Director of Development as just one part of their department, or, an associate is hired to handle all PR opportunities and tasks. An ounce of action is definitely worth more than a tonne of theory. Its response has been a formal rebuttal. Through connecting on social media with the company they work for, employees are engaged and up to date with the work of various departments, and have the chance to respond to posts about issues directly related to their own work. In Public Relations, Society and Culture[viii], Lee Edwards and Caroline Hodges argue that Grunig’s rigid focus on organisation theory over simplifies human behaviour. When the job of public relations is not involved in the strategic management function, it most likely is focused on media relations activities only, which is not a reliable way to improve, strengthen or initiate organization-public relationships. But we only get excited about the potential for new forms of digital media to disrupt organisations because so many organisations are wedded to publicity and one-way propaganda as a means of communication. It sought to explore how public relations could evolve from a tactical craft that broadly focused on publicity and media relations to become a management discipline. The differences between mentorship and sponsorship are strong. Companies that take the steps to close the gender gap have legitimate economic reasons to do so that go beyond the fact that it is morally the right thing to do. I have noticed that many nonprofits in the Pittsburgh region are not necessarily regularly hiring directors of communication, most likely because of the cost associated with doing so. People know that “tall poppies” tend to be cut down. Excellence Theory 2010. “It’s awareness and it’s attitude – surveys, focus groups…phone surveys are not as successful anymore. I've stopped short of proposing how the Four Models of Public Relations and the Excellence Theory might be developed. There’s an overwhelming sense that getting ahead by any other means is dirty. Survey questionnaires were completed by approximately 5,400 senior executives, public relations practitioners and employees. An example of one tool organizations can use to ensure that employee needs are being met is through the use of surveys. “It also allows you to look at the impact and results of the PR function rather than the process of the PR function. While Holtzhausen also states that the PR practitioner could possibly be most effective as the organizational activist in a mid-level position, I believe the most impact could be made while working in the strategic management function. PR Professional #1 specifically noted that her status in strategic management allowed her to function as the ethical conscience of an organization, especially when she worked for an elected official. These values, which are strengthened through clear communication to these specific employee stakeholders, are then shared through action: making regularly ethical choices because of a shared interest in the company’s reputation and overall identity. These two activities and aspects of the Excellence Theory are interwoven, as a PR practitioner who is scenario building is essentially highlighting how different audiences related to an organization will react or be affected by the decisions made by the dominant coalition. PR Professional #3 is in the beginning stages of her career and has not yet worked up to the level of strategic management. It is important to point out that the excellence study concluded the measurement of knowledge display ed higher reliability and higher means than two other measurements. The excellence researchers added ethics and integrity as important considerations 4 years after the publication of the Excellence Study, remarking that ethics is important enough to be a standalone principle of excellence. (Grunig, “Furnishing the Edifice,” 160). Consultants are able to offer fresh ideas that can break the mold of an organizational leadership team’s traditional way of thinking. The so-called Excellence Theory [ii] developed over the next decade as a result of a research programme commissioned by the Research Foundation of the International Association of Business Communicators (IABC) in 1984. This includes ensuring the CEO's understanding of the value of the Pathway to Excellence framework and its importance during organizational changes. Sponsors are better,” New York Times) In a sense, women have to pay attention to their own personal brand and personal public relations strategy in order to climb the corporate ladder. “I also research like-organizations to see what they are doing and see what kind of impact it’s having, and who they are talking to,” she said. She went on to say, “The internal person, understanding the function, can help assess the relevance of what the consultant says based on his or her knowledge of the organization, so that when the contact comes with the CEO, that has already been vetted so that the consultant doesn’t say something that doesn’t have application to the organization, and therefore, have the decision maker think, ‘Well, that’s not about us.’ The consultant brings an outside perspective and an endorsement internally helps you to be successful. The index was used to identify organisations for qualitative research to provide insight into how public relations excellence is achieved in different organisations. Modern Management Theories And Practices Management Essay Introduction. … “As Ms. Sandberg noted, women’s chances of making it to the top are also stuck. Figure 2: The Influence flows between an organisation, stakeholders and competitors. Suggested Reading: From Novice to Expert: Excellence and Power in Clinical Nursing Practice, Commemorative Edition The so-called Excellence Theory[ii] developed over the next decade as a result of a research programme commissioned by the Research Foundation of the International Association of Business Communicators (IABC) in 1984. (Bowen)”. Grunig’s theory and its component that PR must be a part of the strategic management function especially has merit when crisis situations are considered, because PR practitioners are equipped to handle conflicts through the use of ethical decision-making tools based in theory. He responded to the claim that the Internet disrupts his model in a paper Paradigms of Global Public Relations in the Age of Digitalisation[xix]. In a more informal setting, company-wide picnics allow leaders to express their gratitude for their employees’ work, while at the same time, creating a culture in which unity is important and valued. A What’s your Starbucks Idea? Association of Business Communicators. The Importance Of Excellence In Business. James Grunig assembled a team of six public relations academics and practitioners under his leadership. By involving employees in the planning process for the internal newsletter, a PR practitioner is fostering two-way communication with the employee stakeholder group. Organizations that engage in ethical behavior can attract customer loyalty by staying true to their … But the Internet has made the second flow critical to the management of the reputation of an organisation and a market. Excellence Theory is a much debated model of public relations practice. It is important to recognise that these are models. In Paradigms, System Theory and Public Relations[vi], Magda Pieczka says that the two-way symmetrical component of the Excellence Theory is over-idealised. Organisations also need to contend with the issue of the loss of control. He/she needs to know what … This can affect every aspect of a company’s existence. The man then becomes the one who has access to the executive leadership and board, and thus, begins establishing relationships with people who will secure his executive future. Starbucks takes on board comment from customers via its stores and acts on customer preferences via its website. The research examined a huge corpus of blog posts and discovered that relationships are formed at a nexus in values. B. Yeats. In an emailed Q&A, Grunig cited a paper by Shannon Bowen, who provided this example from the globally recognized coffee empire: “You know better than anyone else what you want from Starbucks. This was the third in a series of lectures by major figures in public relations practice or education, addressing topics of importance … This is why it is so critical that scenario building occur at the strategic management level, because this activity will directly influence the key decisions made within an organization. Individuals and organisations that share similar values with other individuals and organisations will naturally converge online. If we are able to emotionally connect employees to the greater, overall mission of our organizations, we can create a stronger company that not only has employees, but also has a group of stakeholders that are willing to advocate for the company during off-hours. Through scenario building, the PR practitioner has the ability to guide the dominant coalition in making ethical choices and also helps those leaders to consider the multiple viewpoints of the various stakeholders they must answer to. Social media in itself is an environmental scanning tool that allows us to search and document important information related to our audiences – for free. These are the many reasons why employee satisfaction and organization-employee relationships are so critical to the ongoing success of a company. Over next few weeks, I would like to explore it further. “I helped one client with consumer research and we did intercept interviews. Environmental scanning essentially is research PR practitioners conduct to be better informed about their audiences needs and current opinions regarding a given organization, or issues related to the organization. “It is possible if the outside consultant has access to the dominant coalitions making decisions in an organization on a day-to-day basis, has the capability of conducting research, and devotes most of his or her time to the organization. Through sponsorship, women are essentially receiving an endorsement from a powerful, high-level employee who can vouch for their skills and potential directly to top leaders, creating a strong basis for their path to upper level management in the eyes of those leaders who can eventually open the door for them. While this communication could be seen as one-way communication, the way in which it is executed can actually involve the employees with the creation of an editorial committee. Scenario building could have been incredibly useful to the leadership of Bayer in the example of the 31 deaths caused by a risky high dosage in a product that the company was well aware of and still willing to distribute under the guise that it was safe, according to Fred Robins in “Learning from corporate mistakes.” This company engaged in extremely unethical behavior in quest of a greater immediate profit, but in the end, the cost of making an unethical decision caused more damage on all fronts to the company, and that damage had to be undone. Intelligence according to Jean Piaget’s Theory: For Piaget, intelligence is both an open as well as a closed system. We’re here, and we’re ready to make ideas happen. David Philips was an original member of the CIPR PRCA Internet Commission. Digital networks and new forms of digital media are making it easier than ever for organisations to engage with their audiences by creating their own text, images and video and sharing via social networks such as Google+, Facebook, Pinterest and Twitter. If you don’t … “Research from the Center for Work-Life Policy, a New York-based think tank, quantifies the power of the sponsor effect. 4 Ability. In meetings with the few members of the senior staff, in which she was included, she was able to voice potential situations that could result from key decisions. According to CWLP data, 77 percent of women believe that hard work and long hours, not connections, contribute the most to their advancement. Excellence Theory 2010. In the end, relationships build a good reputation, therefore, those strong relationships essentially build and protect the reputation of the company overall. I would argue that this has merit in its own right as I’ve long believed that academics and practitioners should have a better working relationship. A key principle is for leaders to “act” their way into a new culture. In producing this paper for my Chartered Practitioner qualification I have tackled an academic public relations issue from the standpoint of a practitioner. Each leader has the potential to become his/her “better”, “more successful” self. It recognised how the Internet was set to disintermediate all forms of media and that this would necessitate fundamental changes in organisational communication. Through the use of rhetoric and sociodrama in the form of an employee newsletter, we as communicators are working to motivate employees to continue to do their job at a high standard, or, we are reaching out to those employees who may not be completely satisfied in an effort to improve that relationship through two-way communication. A fundamental way to achieve personal excellence is to develop the ability to do one’s tasks better each time around. Multiple studies have found a correlation between corporate performance and the percentage of women on boards, regardless of the industry.” (Hewlitt, “What women need to advance,” Forbes) Including women at the executive table translates into bigger profits for a company. These companies improved technology, concentrated on all the processes, improved work culture, and joined hands with reliable partners to identify and improve the abnormal flow of work and achieve excellence. Starbucks is often upheld as an example of an organisation that engages with its publics in a two-way relationship. In fact it's not possible for an organisation to monitor all the mentions of it online let alone interact in a meaningful way. By bringing the tool of scenario building into the realm of a PR practitioner’s world, Grunig is equipping professionals with an important perspective to bring into the executive level meeting to help guide decision-making. The PR practitioner also could have highlighted the potential scenarios in which the cost of litigation after the wrongful deaths would occur, the damage to the company’s reputation, the damage to the company’s stocks and the damage to the company’s stockholder relationships, in addition to their relationships with the general publics and consumers. (Grunig, “Furnishing the Edifice,” 164). In Grunig’s work in forming the Excellence Theory, employee communication was explored with the use of “theories of organizational communication, sociology, and psychology…adding the concepts of organizational structure, culture, and systems of internal communication.” (Grunig, “Furnishing the Edifice,” 160) During this study, Grunig measured two types of employee satisfaction, including satisfaction with the job and satisfaction with the organization. While Grunig studied the behavior of organizations, he found that they largely engaged in one-way communication, which typically “resulted in policies and programs of agencies” that did not work well for employees. While this typically one-way communication tool did not allow for feedback in the past, in the digital world, an internal newsletter can actually create a space where employees can reply and send suggestions, comments or questions to the PR practitioner as well. 1. I couldn’t shake the feeling that I would soon lose my job. The Excellence Theory in PR and its relevance to KM. This essentially highlights the reason why PR, in fact, is everyone’s job. “Employees are the most important customers an organization has and should be given at least the same attention as external publics.” (Carden, “Working with innovators and laggards,” 82) When employees are unhappy in their job situation or with their company, they will let just about everyone in their life know about it. During the October 2010 speech at the PRSA International Conference, Larissa Grunig said. Kabcenell A, Luther K. Creating a culture of excellence. Grunig stated via email that consultants could in fact be just as effective as a full-time PR practitioner on staff, as long as they have the access needed in order to influence and take part in strategic management decisions. Grunig’s Excellence Theory revealed: “involvement in strategic management was the critical characteristic of excellent public relations.” (Grunig, “Furnishing the Edifice,” 160) In order to be empowered to have the greatest impact on an organization, the PR practitioner needs access to that organization’s top leaders, and also needs to be involved in the top-level decision-making processes. I’m a PG Tips drinker myself. Another example of a company truly valuing the employee stakeholders is the way in which leaders show that they care about an employee’s life experiences. It is open in the sense that it goes on developing as it reacts to the environment— “intelligence derives knowledge from the environment”. Organizational knowledge not only makes them feel more a part of the organization, it also helps to maintain the organization’s reputation and to promote its products, programs and services to customers.” (Carden, “Working with innovators and laggards,” 83). Recently, I lost my grandfather who was suddenly diagnosed with cancer and died six weeks later. An organisation's influence on its stakeholders, The influence of stakeholders on each other with respect of an organisation, The influence of stakeholders on the organisation, An organisation's competitors influence its stakeholders, The influence of stakeholders on each other with respect to an organisations' competitors, The influence of stakeholders on the organisation’s competitors. It’s an attempt to engage consumers in a two-way symmetrical relationship, dressed-up as a cute gimmick. The increasing adoption of social media and the shift to integrate social technologies into organisations puts audiences at their heart and calls for a reappraisal for the Four Models of Public Relations and the four levels of analysis proposed by the Excellence Theory. Sheryl Sandberg, the COO of Facebook, found recent success with her book, “Lean In,” which highlights the issue of women working toward the top roles in their companies, and the ways they may be holding themselves back in the process through their own individual habits and behavior. Shirley Leitch and David Neilson challenge the rigid nature of the Excellence Theory in a chapter written for the Handbook of Public Relations[vii]. A tool that can aid in creating a more unified group of employees is an internal newsletter. Through creating different narratives about the company’s latest business and current events, and making sure the message is focused on the employees, communicators can create an emotional bond between the organization and the employee that lasts. Aristotle wrote two ethical treatises: the Nicomachean Ethics and the Eudemian Ethics.He does not himself use either of these titles, although in the Politics (1295a36) he refers back to one of them—probably the Eudemian Ethics—as “ta êthika”—his writings about character.The words “Eudemian” and “Nicomachean” were added later, perhaps because the former … This is just one example of the ongoing obstacles that women face in gaining access to leadership roles in the corporate setting. “Management scholars have used scenarios for some time as a way of visioning the consequences of different decisions, but the technique has seldom been used in public relations.” (Grunig, “Furnishing the Edifice,” 164) By identifying publics and being able to construct scenarios pertaining to potential issues that could arise with each of those populations, a PR practitioner is providing valuable information to management that will help them to make the best choices for both the organization and its publics. This type of communication is critical in larger organizations because it also aids in clearly communicating the values of the organization, while connecting separate and differing departments to the overarching mission of the collective company. Using Grunig’s tools in this component of the Excellence Theory allows a PR practitioner to elevate the profession because they can now do the work that many people view as only being done by marketing professionals. Healthcare Executive. They suggest that this singular focus on public relations within organisations overlooks the social world in which those organisations operate. One-on-one, personal communication between top-level executives and mid-level staff also is a critical key to the overall organization-employee relationships. Leadership Excellence. My primary issue with the Four Models of Public Relations and the Excellence Theory is the use of a simple construct that seemingly places an organisation or brand at the centre of every diagram, appearing to control communication and relationships. In a paper for the Journal of Public Relations Research[v] Michael Karlberg makes the case that the Excellence Theory is overly concerned with consumers as a primary audience.