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A postmodern perspective on strategic communication critiques, amongst others, the concept of managerialism. This, in essence, questions James Grunig's excellence theory (1983), which has been accepted as the meta-theory in communication management, strategic communication and public relations. The excellence theory underlines the value of aligning communication activities with the objectives of organisational management. It is argued that the field should be freed from the iron cage of this theory to give way to other theories of equal value.
Considering the above contextualisation, provide a critical discussion on the excellence theory against a postmodern perspective of strategic communication.
For both identified stages, the paper will highlight biological, cognitive and psycho-social characteristics including norms/expectations/challenges.
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Individual Assignment Self-Management Behavioral Contract
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