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A critical review of Excellence Theory in an era of digital communication

Stephen Waddington

Excellence Theory is a much debated model of public relations practice. Four Models of Public Relation In 1984, James Grunig and Todd Hunt published the Four Models of Public Relations as part of their book Managing Public Relations. This is the paper that I wrote for my CIPR Chartered Practitioner assessment in 2012.

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Who talks to (and about) colleagues like that?

PR Conversations

Being absorbed with ‘The Message’ and forgetting all about the specific context of the communication that is needed. Relationships with employees should be much more involved, intimate and long-term than similar ones with consumers and even B2B partners. Consciously think of it as in-sourcing communication and employee engagement.