Though I admire the man, I’d qualify my own endorsement of that statement. Grunig, who also has an economics background, might appreciate Milton Friedman’s words that “The discussions of the ‘social responsibilities of a business’ are notable for their analytical looseness and lack of rigor.”
It’s an echo of Adam Smith’s sentiment that a corporation that focus on growth is socially responsible by delivering value – products, competition, jobs and economic growth. PR isn’t to give public voice within the management organization, it’s to be the voice of the organization, though I’d suggest that voice should indeed be “synergistic” to borrow Stephen Covey’s phrase.
The future of social media? They are more relevant with social media than with traditional media because former put the control of communication in the hands of publics.