Available online at www.sciencedirect.com
The article explains international public relations by explaining rhetorical generic theory.
Interesting point from the article is that the model of understanding American and international public relations is actually limiting public relation theory development. There is a comparison between PR and other fields like physical and social sciences that rely on multiple theories to explain their phenomena of interest.
It is also said that the Excellence model has several limitations.
That article suggests that the academics have to examine more the cultural, social, and economic factors that influence public relations development.
Cultural and interpersonal communications cannot be reduced to a few principles, because they are much complex. New theories and researches are needed and one theory will never explain the practice of PR in every different country.
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