Purpose – The purpose of this paper is to review the historical development of the models/dimensions of public relations. The extensive criticism of the models and dimensions is provided to better understand the strengths and weaknesses of the concept. Design/methodology/approach – The paper...

Purpose – This paper aims to develop five public relations scales as a substitutions for models/dimensions that were subject to much criticism. Based on this conceptual re‐evaluation of the excellence study, one of the dominant public relations paradigms, the manuscript proposes a...