Excellence Theory

Excellence Theory is a framework in public relations that emphasizes the importance of ethical and effective communication between organizations and their stakeholders. It suggests that organizations should engage in two-way, symmetrical communication—meaning they listen to and consider stakeholder feedback, rather than only pushing out information. The theory identifies key characteristics of excellent public relations, including strategic planning, a focus on relationships, and commitment to diversity and ethics. Ultimately, it aims to build trust and mutual understanding between organizations and the public, leading to more successful outcomes for both parties.