Excellence Theory and its Critics: A literature review critiquing Grunig’s strategic management of public relations paradigm

Julian Kenny

Abstract


Grunig’s Excellence Theory had dominated public relations academy for the past 30 years. In that time, the Anglo-American strategic management approach to communication management has been tested against emerging perspectives afforded by technological change, globalisation and the emergence of postcolonial and critical theoretical approaches. This review of recent literature however, sourced in peer-reviewed journal articles published between 2005 and 2016, shows that public relations is too complex and fluid an activity to be summarised in a single approach and supports a broadening of the bases of public relations theory.


Keywords


Excellence theory; education

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References


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