Beyond excellence theory
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Excellence theory is perhaps the most critical and dominant paradigm in the discussion and understanding of public relations theory and practice. Unfortunately, this dominance appears to have been achieved in the face of serious theoretical problems of validity, reliability, efficacy, and ethicality – as well as numerous others. Though several scholars have critiqued excellence theory in the past, a meaningful synthesis of these disjointed criticisms has not yet been produced. Along with providing a much needed summary of excellence theory‟s evolution and major tenets – in addition to a summary view of the alternative contingency theory – the integration of these past criticisms of excellence theory as well as the introduction of new critical analyses comprise the major goals and contents of this thesis.
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