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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 ...
Negative public relations, also called dark public relations (DPR), 'black hat PR' and in some earlier writing "Black PR", is a process of destroying the target's reputation and/or corporate identity. The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival.
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).
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 ]
Public relations can be described as all of the following: Academic discipline – branch of knowledge that is taught and researched at the college or university level. . Disciplines are defined (in part), and recognized by the academic journals in which research is published, and the learned societies and academic departments or faculties to which their practitioners be
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The PESO Model is a strategic framework used in marketing and public relations to categorize media into four types: paid, earned, shared, and owned. The model describes the use of different media channels in organizations' marketing approach, and has been widely adopted in the marketing communications industry.