The Excellence theory – Origins, contribution and critique

Flora C J Hung-Baesecke, Regina Y R Chen, Ni Lan

Research output: Chapter in book/report/conference proceedingChapter


This chapter focuses on the Excellence Theory, developed by James E. Grunig and his colleagues. We provide an overview of this theory, discuss how this theory was developed, studies derived from this theory, and the contributions of the Excellence Theory to the body of knowledge in public relations. In addition, we also address and respond to the critiques on this theory and the next stage of the Excellence Theory. We believe, by laying out future research topics derived from the Excellence Theory, more insights can be provided into how public relations and communication management contribute to organizational effectiveness, stakeholder engagement, quality relationship and reputation management.
Original languageEnglish
Title of host publicationPublic relations
EditorsChiara Valentini
Place of PublicationBerlin
PublisherDe Gruyter Mouton
Number of pages22
ISBN (Electronic)9783110554250
ISBN (Print)9783110552294
Publication statusPublished - 8 Feb 2021

User-Defined Keywords

  • Excellence Study of Public Relations
  • Strategic Management
  • Ethics
  • Strategic Behavioral Paradigm
  • Publics
  • Models of Public Relations
  • Evaluations


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