✅ Creating the conditions for high performance in management and public relations

Corporate communications, public relations, media and management insight

Excellence is achieving a level of performance that surpasses ordinary standards. It represents the highest level of achievement in any discipline or field.

I’ve studied the concept of excellence in management and public relations over the past four years as part of my PhD research project.

We recognise the high performance of public relations through its contribution to an organisation’s licence to operate, the quality of its stakeholder relationships and a crisis well managed or averted. We can measure it through intangible assets and the contribution to operational functions such as sales, marketing and human resources.

The public relations function was elevated in every organisation during the pandemic because management recognised the need for its expertise in relationship management. Shifting management priorities and issues in public relations practice related to planning, measurement and professional status means the situation has since reverted.

If we can identify and codify the conditions that lead to high performance and excellence within public relations, we help elevate the function within management. It will help us to optimise its contribution to supporting organisations in creating economic and societal value.

There’s a robust body of knowledge rooted in science that helps make the case – unfortunately, practitioners often ignore this.