James E. Grunig, Ph.D
Professor Emeritus
University of Maryland
Chatham, MA
September 22, 2008

"The Profession's Store of Knowledge"

To download a printable version of this speech, click here.

Thanks very much for such a generous introduction. I am deeply grateful to the Arthur Page Society for considering me worthy of this prestigious award, and I'm especially happy that the award recognizes my service to the public relations profession. I have often traced my interest in public relations, and the way I think about it, to my "do-gooder" parents in rural Storm Lake, Iowa. Although Gladys and Roy Grunig had to work long and hard hours on their farm, they also served as president of the school board, Sunday school superintendent, church council trustee, 4-H leader, and general community organizers. If they were alive today, they would be extremely proud that you have honored me for service to others.

I also am happy that you are recognizing an academic scholar, a researcher, for service to the profession. For years, I have argued that public relations practice must be based on an academic body of knowledge to become a true profession. I have persisted in doing research for over 40 years, even though I have often been told that my theories are too esoteric or that no one in public relations practice is paying attention to scholars in the discipline. I was honored when I was asked to be a member of the Page Society in 1994 because I believe the society respects and supports research and that Arthur Page's principles embody my vision of what the public relations profession should be. I'm also honored that one of the previous recipients of this award, my friend and collaborator, Pat Jackson, made a career out of digesting scholarly research and, in addition to using it in his own practice, explaining to others through pr reporter how to use that research.

One of the stated goals of the Page Society is to "Encourage research that contributes to the profession's store of knowledge and provides practical applications to enhance and support the corporate communication function." I believe I have devoted my career to achieving that goal. For an applied profession like public relations, I believe that researchers not only must add to the profession's store of knowledge but they must also search for practical applications of that knowledge. Indeed, since the Page Society emerged from the old AT&T conglomerate, I would like to acknowledge the influence that the late Jim Tirone of AT&T had on my thinking about public relations research. In the 1970s, Jim asked me to consult with a task force appointed by Ed Block to develop a system of measurement and evaluation for the entire AT&T system. Jim liked my theories, but he always challenged me to think of their practical application. As a result, I have ever since argued that scholarly public relations research should be both basic and applied- not one in the absence of the other.

My favorite Page principle is "Listen to the Customer." Although I wish Page had broadened the term he used to include all of the publics, or stakeholders, of an organization, it's clear from the explanation of the principle that he had stakeholders in addition to customers in mind. The principle states that "To serve the company well, understand what the public wants and needs. Keep top decision makers and other employees informed about public reaction to company products, policies and practices." I believe there is no way to implement that principle except through research. That research can be formal or informal, qualitative or quantitative; but I don't believe there is any other way for a large corporation to listen to its publics except by doing research.

In recent years, I have talked about three kinds of public relations research: research in the profession, research on the profession, and research for the profession. Research in the profession is research that communication professionals use in the practice of public relations. It includes formative research to learn how publics are affected by organizations, to find out how publics view organizational actions, and to plan communication programs to build relationships with publics. It also includes evaluative research to measure the effectiveness of communication programs and to determine what contribution the public relations function makes to organizational success. Research on the profession is conducted by scholars who explain, evaluate, and criticize the behavior of public relations practitioners. Research for the profession also is mostly done by scholars, although many professional consultants and counselors conduct it also. The purpose of research for the profession is to build from research on the profession to develop and test new ideas and techniques that practitioners can use to improve their effectiveness.

I believe I have made a contribution to research in the profession through my work with AT&T in the 1970s, serving as a research consultant to a number of organizations, and serving on the Measurement Commission of the Institute for Public Relations since its inception. But I certainly haven't been working alone on this kind of research. Ed Block was among the first corporate public relations executives to ask for research in the profession in the 1970s, and there were a few media monitoring companies and research units of public relations firms around at the time. In a little more than 30 years, however, we have had an explosion of media monitoring companies, research firms, research departments of PR firms, and independent research consultants. The Institute's Measurement Commission also has made an enormous contribution to our understanding of how to do research in the profession.

Nevertheless, I believe my greatest contribution has been to research on and for the profession. The IABC Research Foundation provided important funding for my colleagues and me to conduct the Excellence study, which I believe has helped the profession develop a theoretical understanding of the value of public relations to organizations, to publics, and to society at large. The study also explained how to organize the public relations function to maximize its value to both the organization and society. Importantly, the Excellence study also suggested new areas of research for the profession, which my colleagues, doctoral students, and I have conducted since the conclusion of the study. We have conducted research on measuring and evaluating relationships and reputation; on strategic management techniques such as identifying stakeholders and publics, scenario building, crisis communication, issues management, environmental scanning, corporate social responsibility, and global strategy; on ethics; on gender and diversity; and on specialized areas of public relations such as employee communication, investor relations, fundraising, government relations, and marketing communication.

Again, I have not been working alone. Hundreds of academic scholars, both faculty members and doctoral students, today consult with professionals to develop research in the profession. They also have conducted hundreds of studies on the profession, critiquing its behavior, ethics, and contributions (or damage) to organizations and society. Many other scholars have conducted research for the profession, which is being used by corporations and other organizations, research firms, public relations firms, and educators and trainers. The Institute for Public Relations has been the leader in supporting research on and for the profession, and its role should be acknowledged by the profession.

Public relations scholarship and research have come a long way during my 40-plus years in the discipline. When I presented my first academic paper on public relations to the Association for Education in Journalism and Mass Communication in 1974, only two papers were submitted; and both were accepted. Since that time, public relations divisions have formed in the International Communication Association and National Communication Association; and the competition is steep to have papers selected for presentation. In addition, PRSA sponsors paper sessions at its conferences; and the Institute sponsors a highly successful research conference at the University of Miami each year. Public relations research also is presented at conferences in Europe and throughout the world.

Before 1975, there were no academic journals devoted to public relations; and public relations scholars had to package their research as something other than public relations for it to be accepted in general communication journals. Since that time, I have played a role in developing both the Public Relations Review (for which I was the first associate editor) and the Journal of Public Relations Research (for which I was the first coeditor). In addition to these two journals, public relations scholars now have the Journal of Communication Management, Corporate Reputation Review, a new International Journal of Strategic Communication, and PRSA's new online Public Relations Journal. Unfortunately, public relations scholars still have difficulty publishing their research in general communication and management journals, whose editors and reviewers don't understand or appreciate public relations. And, scholars in other disciplines don't cite public relations research much, so that public relations journals don't get listed among the leading scholarly journals. I hope, and believe, that time will solve those problems as public relations becomes a more respected academic discipline.

Last year Don Wright pointed out that only a few major research universities offer public relations; and, as a result, only a few Ph.D.s are granted each year with specialties in public relations. Without Ph.D.s, the amount of academic research will be limited- as well as the prestige of public relations as a discipline. To solve that problem, public relations education needs the help and support of corporate communication executives.

At this point, I would like to acknowledge the home that the University of Maryland has provided for me for 36 years, although that home often was shaken by what an organizational theorist would call environmental turbulence. At a time when public relations education was threatened at Maryland, Don Wright organized Arthur Page Society members to come to our defense. You were successful, and I will always be grateful for the support. I would also like to acknowledge my wife and research partner, Lauri Grunig. Our work has been a joint venture for 23 years, and I would have accomplished little without her. Finally, although I am receiving this award, I would not have been able to do it without the collaboration of the many doctoral and M.A. students I have advised and taught over the years. My research has been their research as well, and they are making important contributions at universities around the world. Many of these former students have won important awards such as the Institute's Pathfinder Award, and several are members of the Page Society. The future of public relations research is in their hands, and those of similar students from other universities. I think it is in good hands.