Which model of public relations is considered the ideal and was later renamed the Excellence Model?

The two-way symmetrical model is recognized as the ideal public relations strategy and is often referred to as the Excellence Model. This model emphasizes a balanced communication approach where organizations and their publics engage in open dialogue. This reciprocal communication fosters mutual understanding, trust, and collaboration, enabling both parties to influence each other's views and actions effectively.

In this model, feedback is crucial, allowing practitioners to understand the needs and concerns of their target audiences better. Implementing this model leads to the creation of more meaningful relationships with stakeholders, as it prioritizes ethical communication and aims for two-way interaction rather than simple dissemination of information. This approach ultimately enhances the organization's credibility and reputation, making it an exemplary model in the field of public relations.

Other models, such as the one-way communication model or the press agentry model, focus primarily on sending messages without reciprocal engagement, while the two-way asymmetrical model involves communication that is more manipulative in nature, prioritizing the organization's needs over the public's. Each serves its purpose but lacks the mutual respect and collaboration inherent in the two-way symmetrical model, which is why it stands as the ideal in public relations practices.