Australian Management Attitudes Toward Public Relations: Strategic Opportunities Lost

Abstract

AbstractThis paper reports some empirical research that examines how senior managers in large Australian organisations view and use public relations. The results suggest few Australian organisations practice ‘symmetric public relations,’ which means encouraging stakeholder participation in decisions, especially in corporate strategic planning. This may well represent lost strategic opportunities as it limits the scope of a firm's orientation to its external environment and denies firms the benefit of such an orientation.