CHAPTER ONE
CHARACTERISTICS OF EXCELLENT COMMUNICATION
When the International Association of Business Communicators (IABC) Research Foundation issued a request for proposals in 1984 for research on “How, Why, and to What Extent Communication Contributes to the Achievement of Organizational Objectives,” we first thought of the opportunity to move beyond evaluating individual communication programs such as media, community, or employee relations, where we had previously conducted research, to construct a theory of the overall value of the public relations function to the organization. Thus, the Excellence study offered the possibility of constructing a theory of how public relations contributes to organizational ...
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