Public relations excellence

A behavioural perspective

Abstract

In this commentary, the author explains why theoretical public
relations scholarship is necessary to focus on the impact of behaviour
in three areas: socio-cultural studies on internal business
culture; organization-public relationship (OPR) focused
on publics’perceptions; and functional integrative stratification
in the context of an organization to its society and in the evolution
of public relations practice. Research in these three areas
stand to enhance internal collaboration, facilitate quality relationships
with publics, build organizational acceptance in society,
and outline the evolution of public relations—all of which
establish excellence in the field of public relations.