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The Excellence theory is a general theory of public relations that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined”. [1]
Opposed to the normative nature of the excellence theory, the contingency approach posits that "true" excellence should instead facilitate public relations to pick the most appropriate strategies which best meet the current need of the organization and its publics at any given point in time, and that antecedent, mediating, and moderating ...
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception.
Guidelines for measuring relationships in public relations. Gainesville, FL: The Institute for Public Relations. Huang, Y. (1998, August). Public relations strategies and organization–public relationships. Paper presented at the annual conference of the International Communication Association, San Francisco. Huang, Y. (2001).
The theory also resembles theories of consumer behavior, health communication, media exposure, and political communication popular in other domains of communication research. However, the situational theory of publics contains more variables and has a more developed system of measurement and analysis than these other theories. As a result, it ...
There has been a theoretical shift from public relations reflecting an emphasis on managing communication [4] to an emphasis on communication as a tool for establishing relationships. [ 5 ] The consideration of dialogue as a public relations theory should be attributed to Pearson. [ 2 ]
These theories were learning organization and systems thinking. These have been well received and are now a mainstay in current beliefs toward organizational communications. Robert Craig suggested that there were seven components of communication theory ,seven different ways of thinking about how communication works in the world. [5]
Professional communication draws on theories from fields as different as rhetoric and science, psychology and philosophy, sociology and linguistics. Much of professional communication theory is a practical blend of traditional communication theory, technical writing, rhetorical theory, adult learning theory, and ethics.