Public relations excellence

In this commentary, the author explains why theoretical publicrelations scholarship is necessary to focus on the impact of behaviourin three areas: socio-cultural studies on internal businessculture; organization-public relationship (OPR) focusedon publics’perceptions; and functional integrative stratificationin the context of an organization to its society and in the evolutionof public relations practice. Research in these three areasstand to enhance internal collaboration, facilitate quality relationshipswith publics, build organizational acceptance in society,and outline the evolution of public relations—all of whichestablish excellence in the field of public relations.