ABSTRACT
In the early 1990s, J. Grunig, L. Grunig, and associates developed a generic theory of global public relations using data derived from a decade-long study by the International Association of Business Communications. The Excellence Study included more than 300 organizations throughout the United Kingdom, Canada, and the United States, and had begun in 1984 (J. Grunig, 1992; Grunig, Grunig & Dozier, 2002; Grunig, Grunig, & Vercic, 1998). An organization’s use of symmetrical communication, encompassing a generic to excellent public relations worldview, was the focus, specifically in terms of social and ethical responsibilities (Lauzen & Dozier, 1994).
