This book is the initial volume coming out of the excellence projecta comprehensive research effort commissioned by the IABC InternationalAssociation of Busines... » 

This book is the initial volume coming out of the excellence projecta comprehensive research effort commissioned by the IABC InternationalAssociation of Business Communicators Research Foundation. The purpose of thisproject was to answer two fundamental questions about public relations Whatare the characteristics of an excellent communication department? How doesexcellent public relations make an organization more effective and how much isthat contribution worth economically? The research team began its work with athorough review of the literature in public relations and related disciplinesrelevant to these questions. What started as a literature review however hasended in a general theory of public relations one that integrates most of thewide range of ideas about and practices of communication management inorganizations. «