Looking for excellence in public relations
What exactly does ‘excellence’ mean in public relations? Is it something to be achieved by anyone following a particular approach (as implied by the Model of Excellence), or demonstrated by those recognised by the industry (such as winners of the CIPR Excellence Awards)? My dictionary equates the term with ‘extremely good’ or ‘pre-eminent; which are different things. The former suggests excellence is a performance standard – a level to be reached that is probably acknowledged...