Question 1

The excellence theory is a general theory of public relations that resulted from a 15-year study of best practices in communication management funded by the International Association of Business Communicators (IABC) Research Foundation. This general theory incorporates a number of middle-range theories of public relations, including theories of publics, public relations and strategic management, models of public relations, evaluation of public relations, employee communication, public relations roles, gender, diversity, power, activism, ethics and social responsibility, and global public relations ( Public Relations Evaluation).

Critically analyze the excellence theory in public relations?

Question 2

Branding started because companies wanted their products and services to be distinguishable from the generic dross of others and create an asset for the company. This is still the case today, even when brand owners don't necessarily make the product. Communicating what a brand stands for is often integral to most public relations campaigns.

Critically discuss the do's and don'ts PR specialists need to consider while communicating the brand?