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

Stephen Waddington

Table 1: James Grunig and Todd Hunt’s Four Models of Public Relations (1984) Excellence Theory The so-called Excellence Theory[ii] developed over the next decade as a result of a research programme commissioned by the Research Foundation of the International Association of Business Communicators (IABC) in 1984.

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How to Get On in New Communications: Be Nice

ZudePR

Stuart is an international PR adviser, speaker, trainer, and blogger. I think there’s a mutual professional interest as well as enlightened self-interest; to improve the value and reputation of what we do. Andy is the strategic director and co-founder of Orbit Media , an award-winning, 38-person web design firm in Chicago.

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Your profession needs you

Stephen Waddington

I’m not suggesting we return to the 1950s, but I do think organisations should stop trying to fix their reputation with a veneer of public relations lipstick. Global internet usage continues to grow at a steady 10% per year according to the International Telecommunications Union (ITU), reaching 46% of the global population.