ABSTRACT
No one would disagree with the observation that the quality of public relations varies widely. How and why such variances occur are fundamental theoretic questions for public relations. This essay proposes a theory of public relations competence to account for such variances. Competence is a synonym for quality. The theory is different from other theories of public relations in several significant and beneficial ways. First, the theory considers the potential for a variety of outcomes from public relations activities. Second, the theory recognizes publics as active participants in the public relations process. And finally, the theory recognizes context as a central feature of public relations.
