ABSTRACT
The Excellence Theory explains how public relations contributes to organizational success and which organizational contexts enables that contribution. This chapter links the Excellence Theory of public relations with theories of the network society, communication power (Castells) and mediation of everything (Livingstone). Situational theory of publics (J. Grunig) is in synch with mass self-communication theory (Castells), both underlining the power of symmetry in communication. Excellent organizations nurture symmetrical internal communication to cultivate an organic, inclusive culture. They nurture symmetrical external communication to cultivate trusting relationships with groups and organizations in their environments. These live their separate, yet interrelated and interdependent identities. Similar to an agora in Old Greece, a forum in Old Rome, a coffeehouse and a reading club in Habermasian 18th-century European public sphere, communication is the public space for social media. Public relations is where management and communication meet.
