Dr. James Grunig talks PR's influence on management

Dr. Melvin L. DeFleur Distinguished Lecture Series presents Dr. James E. Grunig, Professor Emeritus, [...]Department of Communication, University of Maryland. In the minds of most people, public relations has become institutionalized as what Grunig calls the symbolic interpretive paradigm—the idea that public relations consists of disseminating messages to influence how people interpret the behaviors of organizations. Grunig has devoted his career to developing an alternative paradigm, which he calls the strategic management paradigm—the idea that public relations is an essential part of management that gives a voice to publics in management decisions and helps shape the behaviors of organizations rather than just the meanings that publics assign to those behaviors.

Tags: research, public relations, james e. grunig

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