Beyond excellence: Extending the generic approach to international public relations: The case of Bosnia |
| |
Authors: | Michael L Kent Maureen Taylor |
| |
Institution: | School of Communication, 300 Sprau Tower, Western Michigan University, 1903 W. Michigan Avenue, Kalamazoo, MI 49008–5318, United States |
| |
Abstract: | This article extends the generic approach to international public relations research. The current generic approach, based on the Excellence theory of public relations, suggests a normative framework to study and evaluate international public relations practices. This generic approach has great potential for focusing international research and clarifying infrastructure, geopolitical, legal, cultural, media, and other important variables. Unfortunately, this generic approach has been mainly used to confirm the Excellence model of public relations. Thus, it falls short of providing scholars and practitioners the tools they need to conduct and study global public relations. This paper seeks to clarify international public relations research by explicating rhetorical generic theory (RGT). |
| |
Keywords: | Genre Generic theory Bosnia Excellence International International public relations Public relations |
本文献已被 ScienceDirect 等数据库收录! |
|