The Future of Excellence in Public Relations and Communication Management: Challenges to the Next Generation

Abstract

On the occasion of the retirement from university education of James E. Grunig and Larissa A. Grunig, this handbook will challenge outstanding public relations scholars to advance the results of the Excellence Project, a three-country examination of best practices of public relations. Readers will become more knowledgeable about public relations excellence and also they will learn more about how to use this knowledge in practice. The contributors will have used the Excellence Project in their research to have tested and identified further standards of public relations excellence. The contributors will provide new insights on public relations excellence and effectiveness, having reviewed the contributions of the Excellence Study. This book will answer the question of many public relations scholars: "What will happen to continue the seminal theory building, so long led by the Excellence Study and two of its team members, James E. Grunig and Larissa A. Grunig?