This book investigates the core question of how management can effectively integrate public relations and communication strategies to achieve organizational excellence. David M. Dozier, a recognized scholar in communication research, utilizes empirical data from the Excellence Study to provide a framework for professional practice. The text argues that communication management is most effective when it functions as a strategic, two-way symmetrical process rather than a purely tactical or promotional tool. It outlines the specific roles and organizational structures required to elevate communication departments to a strategic level within a firm.

Experts within the field of public relations identify this work as a foundational text for understanding the strategic role of communication. Readers frequently note the academic density of the prose, which serves as a rigorous guide for practitioners and students alike.