ABSTRACT
The study on excellence in public relations management surely ranks as the most comprehensive compilation of benchmark information that the public relations industry has ever enjoyed. Until the Excellence Study began in the late 1980s, most of the research had examined narrow aspects of the practice rather than exploring it holistically. Furthermore, no scholar or group had ever attempted such a thorough search of theories from related domains to determine how they might apply. Over several years, the excellence team gathered theories inside and outside of the field and tested them against all aspects of the practice. The result was a set of principles to guide and measure excellence in public relations and among its practitioners well into the 21st century.
