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 measurement approach for the public relations practice. Design/methodology/approach This is a conceptual paper based on a critical literature review aimed at understanding the errors in the public relations models conceptualization and their empirical tests. Based on this review, new and improved scales of public relations are proposed. Findings The study developed five scales of public relations as substitutions for models/dimensions. The study proposed a measurement approach for the public relations practice. Finally, the study concluded that further research advancing the excellence scholarship is essential to better understanding the profession of public relations. Practical implications This manuscript creates a measurement approach which public relations practitioners can use to plan, monitor, and evaluate public relations campaigns and ongoing programs, as well as to manage knowledge and expertise of public relations practitioners and departments, and the expectations of the dominant coalition toward the public relations unit. Originality/value This re‐conceptualization can finally address the criticism of the earlier models and dimensions of public relations, establish a measurement approach for the practice of public relations, as well as provide a tool that can be used by both academic and practitioners in planning, monitoring, evaluating, and managing public relations.
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