Principles of excellent public relations programs

1. Involvement of public relations in strategic management.
 2. Empowerment of public relations in the dominant coalition or a direct reporting relationship to senior management.
3. Integrated public relations function.
4. Public relations as a management function, separate from other functions.
5. Public relations unit headed by a manager rather than a technician.
6. Two-way symmetrical model of public relations.
7. A symmetrical system of internal communication.
8. Knowledge potential for managerial role and symmetrical public relations.
9. Diversity embodied in all roles.
10. Organizational context for excellence.