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Excellence Theory and its Critics: A literature review critiquing Grunig's strategic management of public relations paradigm
Asia Pacific Public Relations Journal |
unpublished
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Grunig's Excellence Theory had dominated public relations academy for the past 30 years. In that time, the Anglo-American strategic management approach to communication management has been tested against emerging perspectives afforded by technological change, globalisation and the emergence of postcolonial and critical theoretical approaches. This review of recent literature however, sourced in peer-reviewed journal articles published between 2005 and 2016, suggests that public relations is too
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