This book is the final product of the "excellence project"--a
comprehensive research effort commissioned by the International
Association of Business Communicators (IABC) Research Foundation.
Going well beyond any of the previously published reports on the
Excellence study, this book contains many new statistical analyses
of the survey data and more details from the case studies.
Discussing theory and data related to several ongoing discussions
in the communication profession, this book answers the following
questions:
*How can we show the value of public relations?
*What is the value of relationships?
*How do relationships affect reputation?
*What does it mean to practice communication strategically?
*How can we measure and evaluate the effects of public relations
programs?
*Should communication programs be integrated?
*How does the new female majority in the profession affect
communication Excellence?
This book, as well as the research it reports, is the product of
symmetrical communication and collaboration. As such, it is
intended for scholars, applied researchers, students, and informed
professionals who understand the value of research in developing a
profession, such as public relations. Knowledge of quantitative and
qualitative research methods will make it easier to understand the
book; however, the results are interpreted in a way that makes the
analyses understandable even to those with little or no knowledge
of statistics and research methods.
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