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?