A critical review of Excellence Theory in an era of digital communication
Stephen Waddington
AUGUST 27, 2018
In a paper for the Journal of Public Relations Research[v] Michael Karlberg makes the case that the Excellence Theory is overly concerned with consumers as a primary audience. The original creator of the message has no control over how a message passes through a network or how it is modified en route. I’m a PG Tips drinker myself.
60 
Let's personalize your content