(A word of warning for those who are afraid of theories – this post is all about them.)
Having asked several questions in my blog on the nature and role of PR and communication in local government, I felt the need to look more closely at theories to try to understand how practices can be traced back to theories. Local government also seems to be adopting practices recommended to them without questioning their reasonability or sense.
Probably one of the most well known theories in public relations is the theory of Excellence by James E. Grunig, Larissa A. Grunig and David M. Dozier. The Excellence theory is an attempt to develop a general theory of public relations by bringing both complementary and competing theories together. (Grunig et al 2006, 22.)
According to Grunig et al (2006, 55) relationships that organisations develop and maintain with publics are in a central position in the theory. It emphasizes the importance of two-way symmetrical communication between the organisation and its stakeholder, meaning that organisations should listen to the interests and concerns of their key stakeholders and be responsive (Roper 2005, 69).
This theory has, without a doubt, affected public relations practices in local government. Perhaps even to an extent where the two-way symmetrical communication has became the leading principle in PR.
Critical voices to the theory also exist. Questioning the ethics of the process Juliet Roper (2005) claims that the two-way symmetrical communication is process of compromise that deflects criticism and maintains existing power relations, in other words creates hegemony. This is contradictory to the idea of open, collaborative negotiation. Roper’s point is that concessions are made to external stakeholders only “just enough” to quiet public criticism.
Roper’s critique can also be applied to local governments. Often the messages from the citizens, presented in different kinds of forums or citizen jurys etc seem to disappear on their way to the government. Citizens are not included as real participants in the discussion. It gives reason to ask if Grunig’s model works in reality or are we just seeing excellence in places where things are superficial.
Sources:
Grunig et al (2006) The Excellence theory. In Botan and Hazleton (eds.) Public Relations Theory II. Mahwah, N.J : Lawrence Erlbaum Associates.
Roper, J. (2005) Symmetrical Communication: Excellent Public Relations or a Strategy for Hegemony? Journal of Public Relations Research, 17 (1), 69-85.
