A critical review of Excellence Theory in an era of digital communication
Stephen Waddington
AUGUST 27, 2018
Shirley Leitch and David Neilson challenge the rigid nature of the Excellence Theory in a chapter written for the Handbook of Public Relations[vii]. The original creator of the message has no control over how a message passes through a network or how it is modified en route. we continue to do research on the theory.
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