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. Shirley Leitch and David Neilson challenge the rigid nature of the Excellence Theory in a chapter written for the Handbook of Public Relations[vii].
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