Abstract
Recent research among the corporate communications and public affairs functions of a sample of major public corporations in the UK revealed that 95 per cent felt that issues were handled in a reactive and ad hoc manner. Examines a management and environmental study currently being conducted by Rhône‐Poulenc Agriculture Ltd. Demonstrates how public relations have been employed to help determine the future of the company and illustrates the function in its strategic management role. Illustrates how business analysis and planning models are used to inform the issues management process to ensure it is planned and effective.
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