The aim of this thesis is to explore how public relations contributes to organizational culture at Carilion Clinic, a large health organization based in Roanoke, Va. Using the excellence theory combined with organizational culture perspectives as a lens, the study interviewed Carilion Clinic communications employees to uncover the presence of excellence principles in their public relations. A second part of the study analyzed employee posts on the organization's internal website to identify the congruency of organizational value meaning and manifestation between the organization and its employees. Results from the study found presence of five of the seven excellence principles in Carilion's public relations and that three of the five organizational values are congruent between the organization and its employees. Results suggest that Carilion Clinic's public relations efforts are contributing to organizational culture. Efforts by Carilion's public relations successfully communicate organizational values and foster a participative culture. This case study shows that public relations is beneficial to fostering organizational culture and that excellence principles as developed by the excellence theory can serve as a guide for organizations when implementing and evaluating public relations practices. / Master of Arts