The excellence theory of public relations is a fundamental and defining statement about what effective public relations is. The excellence theory is the result of a 15-year comprehensive study to determine what are the characteristics of excellent communications and of the companies that do excellent public relations. This study was done in several phases by Jim and Lauri Grunig and David Dozier, and funded by the IABC.
I wrote to Jim Grunig to ask for a definitive summary and bibliography for the excellence study and theory. Jim pointed me to “Excellence Theory in Public Relations,” a three-page article from the Encyclopedia of Communication, published by the International Communication Association. Click here to download “Excellence Theory in Public Relations” from the Encyclopedia of Communication. It includes a summary of the project and the theory, and a list of the most important publications. Here is the official citation:
Grunig, J. E. (2008). Excellence theory in public relations. In. W. Donsbach (Ed.), The International Encyclopedia of Communication, Volume 4 (pp. 1620-1622). Oxford, UK and Malden, MA: Wiley-Blackwell 2008.
Other sources on the Excellence Project:
- Click here to see the IABC excellence project bibliography. (The IABC calls it the excellence “study.”)
- Click here to read Bob Grupp's comments on “Excellence Theory 2010,” the Third Annual Grunig Lecture given by Jim and Lauri Grunig. You will find a link there to download the text of the lecture.
--Bill Paarlberg, Editor, The Measurement Standard
The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement.