This book is the final product of the "excellence project"--a comprehensive research effort commissioned by the International Association of Business Communicators (IABC) Research Foundation. Going well beyond any of the previously published reports on the Excellence study, this book contains many new statistical analyses of the survey data and more details from the case studies. Discussing theory and data related to several ongoing discussions in the communication profession, this book answers the following questions:
*How can we show the value of public relations?
*What is the value of relationships?
*How do relationships affect reputation?
*What does it mean to practice communication strategically?
*How can we measure and evaluate the effects of public relations programs?
*Should communication programs be integrated?
*How does the new female majority in the profession affect communication Excellence?

This book, as well as the research it reports, is the product of symmetrical communication and collaboration. As such, it is intended for scholars, applied researchers, students, and informed professionals who understand the value of research in developing a profession, such as public relations. Knowledge of quantitative and qualitative research methods will make it easier to understand the book; however, the results are interpreted in a way that makes the analyses understandable even to those with little or no knowledge of statistics and research methods.

About the Author
James E. Grunig, David M. Dozier, James E. Grunig

Reviews

"The book's numerous strengths include its detailed reports of the research findings (both quantitative and qualitative) on which such judgements are based. Extensive footnotes and references cited at the end of each chapter provide further guidance for readers interested in going into more depth on any topic. The book also features a fine comprehensive index....The relatively clear and readable writing style also makes this a work of scholarship that should be highly useful to PR practitioners as well as academics, especially top PR managers interested in improving their organizational and personal effectiveness...much of the material also can be useful to public relations professors teaching even undergraduate PR classes."
-Communication Research Trends

"Defining PR as a management function and exploring its role in strategic management, this volume develops a comprehensive theory of communication management."
-Business Horizons

Book Information
ISBN 9780805818185
Author James E. Grunig
Format Paperback
Page Count 668
Imprint Routledge
Publisher Taylor & Francis Inc
Weight(grams) 1240g