What is the excellence approach theory?

The Excellence Approach Theory, developed by researchers such as James E. Grunig, focuses on the practices and strategies that lead to effective public relations and organizational communication. It emphasizes the importance of two-way symmetrical communication, where organizations engage in dialogue with their stakeholders, fostering mutual understanding and trust. The theory outlines key principles, including the need for research, ethical behavior, and the alignment of communication with organizational goals to achieve Excellence in public relations. Ultimately, it aims to create mutually beneficial relationships between organizations and their audiences.