An organizational approach was taken by the excellence theory to public relations. It was suggested that job satisfaction, equality, symmetrical communication, participative and organic structures and cultures were the main features of excellent public relations. The role of public relations was influenced and the achievement of managerial power and organizational relationships were focused by this theory.
Although the findings of the seminal excellence study were elaborated by various scholars but there were no significant changes within the core principles of excellence theory. The two-way symmetrical, two-way asymmetrical, public information and press gentry were four typical PR models that were perceived as approaches to PR.
However, only the two-way symmetrical model was perceived as one the best approaches. In addition to this, the superiority of two-way symmetrical PR was also advocated by theorists of excellence as they believed that the methods and results of this practice to be more ethical and effective in comparison to those of the asymmetric models. In comparison to conversion of one party to the dominant coalition perspective of other party, two parties can be moved together closely and successfully by communication managers.
In the early 21st century, the excellence theory was perceived as the dominant theoretical paradigm and was termed as “the strategic management role of PR” by various scholars such as Russell-Loretz, Botan & Hazleton, Curtin & Gaither, Jones, Acosta-Alzuru, Lyon, and Sallot. The emergence of the dominant paradigm must be welcomed by the PR field.
To ensure that excellence theory is connected with dominant paradigm, a new research annual known as ‘Best Practices in Public Relations and Communications Management’ was also launched by Elizabeth Toth in 2006. In addition to this, the two-way symmetry model of relationship building was perceived as the dominant paradigm by Gower in 2006. The two-way symmetrical model of relationship building was perceived as one of the main components of the excellence theory.