This is “Chapter Summary”, section 12.3 from the book Public Relations (v. 1.0). For details on it (including licensing), click here.

For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. To download a .zip file containing this book to use offline, simply click here.

Has this book helped you? Consider passing it on:
Help Creative Commons
Creative Commons supports free culture from music to education. Their licenses helped make this book available to you.
Help a Public School
DonorsChoose.org helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.

12.3 Chapter Summary

This chapter briefly reviewed the core knowledge of regarding what it takes to make public relations the most effective or “excellent” that it can be, based on the findings of the IABC Excellence Study.Grunig, J. E. (1992). Being excellent is contributing to organizational effectiveness, whether that effectiveness is defined through goal attainment perspectives, strategic constituency building, or continued growth and survival. The 10 principles of excellence reviewed in this chapter are said to be “generic” because they apply across cultures, industries, types of organizations, and sizes of pursuit. The more of these factors that an organization has, the more effective its public relations function should be.