PUBLIC-RELATIONS MANAGER INVOLVEMENT IN STRATEGIC ISSUE DIAGNOSIS

This pilot study seeks to build theoretical understanding of how publi c relations practitioner involvement in one type of strategic organiza tional 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 issue s and events. Findings of this exploratory study suggest that the numb er of perceived shared values is positively and directly related to ac tive sense-making strategies (SID), and negatively related to encroach ment, the assignment of top positions in public relations departments to individuals without training or experience in public relations. Act ive SID, in turn, is positively related to accurate issue diagnosis an d strategic change. Strategic change is negatively related to encroach ment. Lauzen is Associate Professor of communication at the School of Communication, San Diego State University.