ABSTRACT
Two tenets of Excellence Theory are that public relations should be situated in a single or integrated unit and that is should be a separate function from marketing. Today, these propositions are being challenged with the advent of integrated communication. This chapter traces the evolution of these propositions and analyzes the findings of the Excellence Study in light of subsequent theory and research. In particular, it examines a) the definition of integrated communication, b) the overlap between PR and IC theory, and c) alternative arrangements for organizing the public relations function. Although Excellence Theory considers integration within public relations and between public relations and marketing, the author argues that integration also must be addressed as an organizationwide phenomenon.
