Of all the measures made of participating organizations, one set does the best job of measuring communieation excellence.' That set measures knowledge of those individuals in the communieation department to play the role of communieation manager. The expertise to play the manager role is closely tied to expertise in engaging in two-way practices. We think that manager role knowledge is necessary but not sufficient by itself to establish excellent communication programs. The research team developed five questionnaire items to determine this expertise, and included those items in the top communicator's questionnaire. These items are shown in Table 2.1.