Using Grunig's Indices to Differentiate Organizational Public Relations Functions

Abstract

Focusing on the function played by individuals in public relations organizations, this study tested an updated version of James Grunig's indices for public relations models, a measure that compares, among other things, whether communication is more one- or two-way. A sample of 136 public relations professionals, surveyed in Washington State, demonstrated two clear functions for one- and two-way communication. The study finds limited support for Grunig's indices but suggests rewriting some measure items and adding new items to improve the indices.