Abstract
This chapter focuses on the Excellence Theory, developed by James E. Grunig and his colleagues. We provide an overview of this theory, discuss how this theory was developed, studies derived from this theory, and the contributions of the Excellence Theory to the body of knowledge in public relations. In addition, we also address and respond to the critiques on this theory and the next stage of the Excellence Theory. We believe, by laying out future research topics derived from the Excellence Theory, more insights can be provided into how public relations and communication management contribute to organizational effectiveness, stakeholder engagement, quality relationship, and reputation management.
