How Public Relations Knowledge Has Entered Public Relations Practice

The purpose of this chapter is to showcase how academic theory in public relations has entered practice. The focus here is on the major components of Excellence Theory (Dozier, Grunig, & Grunig, 1995; Grunig et al., 1992; Grunig, Grunig, & Dozier, 2002) and their application to the profession (see also Botan & Taylor, 2004; Cornelissen, 2000; Hallahan, 1993; Murphy, 1989; Sallot, Lyon, Acosta-Alzuru, & Jones, 2003). This chapter also celebrates and honors the role that James and Larissa Grunig have played as educators and mentors to their many former students who are now working in the public relations industry.