Sample Annotated Bibliography Paper on The Excellence Theory

The Excellence Theory

Annotated Bibliography

Source 1

Botan, C.H. & Iazelton, V. (2006). Public relations theory 2. Mahwah, NJ: Lawrence Erlbaum.

The purpose of this research is to identify a public relations theory and apply it on a     current situation. This source provides a good basis of public relations theory that forms        the fundamental basis of this research. Botan & Iazelton (2006) they argue that a two-         way symmetrical model provides a mechanism to strike a balance between an     organizational interest and that of stakeholders. Since the application of the public         relation, theory is based on a two-way symmetrical model. This source is very important to the research. Through reading this research, a proper understanding of the application         of the theory to public understanding is obtained. Here, the critical elements of the model     presented in the texts are related in the current scenario in the research paper. Therefore,       the source is very vital to consolidate the basis of the research.

Source 2

Cameron, G. T., Pang, A., & Jin, Y. (2007). Contingency theory: Strategic management of           conflict in public relations. Boston, MA: Pearson Allyn & Bacon.

A successful organization has to be prepared to solve conflicts that arise from the cultural differences of employees within an organization. In the modern world, globalization has become a survival strategy, but it provides a change in the manner it results in conflicts. In this regard, this source is vital to develop an understanding of how the management can use public relations to solve workplace conflicts. The author provides an insight on how the management can approach a certain problem affecting its stakeholders. Through this source, the reader is able to determine the ideal situation and time to solve a particular workplace conflict. In addition, this source is important because it links the excellence theory to other public relations theory liker the contingency theory.

Source 3

Craig, R.T. (2006). Communication as practice. Thousand Oaks, CA: Sage.

The foundation of public relations in an organization is to act as a tool of communication within the organizational structure. On the other hand, the excellence theory postulates how public relations can be used to achieve the corporate goals and become successful. This source is elaborate in defining the context in which an individual can become effective in the communication process. This source is important to the research paper because it provides the importance of communication to an organization. Here, the reader is abler to identify issues that are specific to effective communication. As such, it is a very good background source to develop the excellence theory in an organization. Further, the source underpins the strategies that can be used to promote values, competence and traits that are specific to communication.

Source 4

Fitzpatrick, K. & Gauthier, C. (2001). Toward a professional responsibility theory of public relations ethics. Journal of Mass Media Ethics, 16(2/3), 193-212.

The case scenario in this particular research is the integration of public relations to the            development of a CSR strategy. This demonstrates how the company is abler to align its   process to the effects of its process. Based on this particular source, a lot of information is        obtained concerning responsibility theory in relation to public relations. According to the          authors, an ideal two–way symmetrical should focus to evaluate the consequences of   organizational decisions and measures that can affect a definite outcome. Here, the reader    is informed on the manner in which a two-way symmetrical model can be applied on an             organizational setting to strike a balance between the organization and the public.             Further, the source provides an insight to determine the reason why the model failed in its       application to the current public relation scenario.

Source 5

Grunig, J. E., & Grunig, L. A. (2008). Excellence theory in public relations: Past, present, and    future. Wiesbaden: VS Verlag.

This paper provides an analysis of how the excellence theory of public relations can be used promote communication within organizations. This source is a very important background for the study because it provides an understanding about the importance of public relations in an organization. The author argues that good relationships within an organization is fundamental to lower the cost of negative public relations and  promote revenue collection through establishing products and services that satisfy the customer needs. Here, the author provides a basis for an organization promoting its operations through using public relations. Here, the reader is provided with vital information regarding how an organization can build long-term relationships that will be beneficial to its operationality. Similarly, the source provides the characteristics of effective public relations as that should be followed to achieve utmost benefits from its functions.


Source 6

Grunig, L.A., Grunig, J.E., & Dozier, D.M. (2002).Excellent public relations and effective           organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum Associates.         

The objective of this research paper is to provide an analysis on how public relations can be applied in practice within a business organization setting. The authors in this particular source claim that the “public” in public relation communications can only be obtained from the outside. In this regard, the reader is able to understand how public relation experts can identify important information from the “public” to improve its organizational performance. For instance, the authors believe that is the “public” is not involved properly in the process of communication they may end up articulating their issues through a coalition. As such, the corporation is likely to loose its economical and social perception in the eyes of the stakeholders. Here, the reader is able to understand that consideration of the “public” in public relations processes is very vital in improving the moral and ethical values of the organization. This source is important because it will provide the answers on how to strike a balance between societal interest and public relations objectives.

Source 7

Northouse, P. G. (2012). .Leadership Theory and Practice. New York: SAGE Publications.

Public relation is a department within an organization that is tasked with managing        communication in an organization. As such, the management has to ensure that it allows    the department some power and involvement in the decision making process. However,     this depends on the style of leadership that is used by the management. This theory is          very important to this research because it provides an elaboration of the situation         leadership theory. According to Northouse (2012), the situational theory classifies    stakeholders as “nonpublic, latent public, aware public, and active public according to their relationship and response to a problem” (45). Through the classification obtained in        this theory, the reader is able to understand different categories of stakeholders. Here, it is    possible to develop a situational approach to the current condition.