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The Excellence theory is a general theory of public relations that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined”.〔Grunig, J. E. (1992). Communication, public relations, and effective organizations: An overview of the book. In J. E. Grunig (Ed.), Excellence in public relations and communication management (pp. 1-28). Hillsdale, NJ: Lawrence Erlbaum Associates, p. 27〕 The excellence theory resulted from a study about the best practice in public relations, which was headed by James E. Grunig and funded by the Foundation of the International Association of Business Communicators (IABC) in 1985. Constructed upon a number of middle-range theories, and tested with surveys and interviews of professionals and CEOs in the United States, the United Kingdom, and Canada, the Excellence theory provides a “theoretical and empirical benchmark” for public relations units. == Overview == The Excellence Theory explained that the value of public relations lies in organization-public relations. Good relationship with its strategic publics is helpful for an organization to develop and achieve goals desired by both the organization and its publics, reduce costs of negative publicity, and increase revenue by providing products and services needed by stakeholders.〔Grunig, J. E., & Grunig, L. A. (2008). Excellence theory in public relations: Past, present, and future. In A. Zerfass, B. V. Ruler & K. Sriramesh (Eds.), Public relations research: European and international perspectives and innovations (pp. 327-347). Wiesbaden: VS Verlag.〕 To maximize value of public relations, public relations must identify strategic publics and build long-term relationships with them through symmetrical communication programs.〔 The Excellence study identified characteristics of effective public relations in four major categories: # Empowerment of public relations function: effective organization must empower public relations as a critical management function # Communicator roles: let public relations executives play managerial role as well as administrative role # Organization of communication function: public relations should be an integrated communication function and separate from instead of being sublimated to marketing or other management functions # Public relations models: effect organization should base its internal and external communication and relationship building on two-way symmetrical model. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Excellence theory」の詳細全文を読む スポンサード リンク
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