Public relations manager involvement in strategic issue diagnosis

This pilot study seeks to build theoretical understanding of how public relations practitioner involvement in one type of strategic organizational decision making-strategic issue diagnosis-is related to shared values with top management, diagnosis accuracy, strategy pursued, and power of the public relations function. Strategic issue diagnosis (SID) is the process decision makers use to understand environmental issues and events. Findings of this exploratory study suggest that the number of perceived shared values is positively and directly related to active sense-making strategies (SID), and negatively related to encroachment, the assignment of top positions in public relations departments to individuals without training or experience in public relations. Active SID, in turn, is positively related to accurate issue diagnosis and strategic change. Strategic change is negatively related to encroachment. Lauzen is Associate Professor of communication at the School of Communication, San Diego State University.