Reconsidering Public Relations Models

Public Relations Review, 19(4):327-339 Copyright 0 1993 by JAI Press Inc.

ISSN: 0363-8 111 All rights of reproduction in any form rcservcd.

Greg L&by

and

Jeff Springston

Reconsidering

Public Relations

Models

ABSTRACT: This essay examines some of the methodological

and conceptual problems involved in measuring public relations

models. The analysis suggests that there are several contradictions

between the relationship management metaphor underlying this

work and how public relations models are conceptualized and

measured.

Drawing on examples from the historical evolution of leadership

studies, the authors argue that “public relations models” need to

be measured at the relational level, rather than being aggregated

across publics and relational stages. They also argue that an adequate

normative theory of organizational practice will have a

developmental component built into it.

Leichty is in the Department of Communication at the University

of Louisville, and Springston is with the School of Journalism at

Indiana University.

For a number of years the International Association of

Business Communicators (IABC) has been sponsoring a large research project on

excellence in public relations headed by Jim Grunig. In 1992 an extensive literature

review laying out the theory and assumptions of this project was published (Grunig,

1992). One key question that the project seeks to answer is the following: “How

does excellent public relations make an organization more effective?” Which raises an

even more fimdamental question, “What is excellent public relations?”

Writer 1993 327