Excellence Theory positions communication within strategic management so research on consequential publics can influence organizational decisions. Leadership access, integration, and openness to mutual adjustment matter, but symmetrical communication does not require equal power or universal accommodation, and adopting the principles does not guarantee performance gains.
- FamilyModel
- CategoryTheories & Explanatory Models
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Family
Model
In this series, Model names the editorial family primarily used to understand and explain communication: theories, frameworks, effects, traditions, principles and other conceptual resources. It is an umbrella for a route into the field, not a claim that every included object is a predictive model.
Editorial orientation · Category
Theories & Explanatory Models
Explains how or why a communication process works by relating mechanisms, conditions or variables. Its value is an account that can guide inquiry into what produces an outcome, rather than a name for the outcome alone.