ABSTRACT
The 1992 Excellence Study identified 14 characteristics of excellent public relations programs at the organizational, departmental, and individual practitioner levels (Grunig, 1992). At the individual level, the potential to practice excellent public relations is, according to the study, indicated by knowledge of the two-way symmetrical model of public relations, knowledge of the managerial role played by practitioners, and professionalism. According to Ehling (1992):
This chapter looks at how professionalism in public relations has evolved and been influenced by what the Excellence Study told us about what excellent, effective public relations look like and how practitioners can carry out excellent public relations. The chapter also identifies some of the challenges facing educators and practitioners as public relations seeks greater levels of professionalism.
