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Australian Management Attitudes Toward Public Relations: Strategic Opportunities Lost

Published online by Cambridge University Press:  28 September 2015

Carol J. Steiner
Carol J. Steiner*
Affiliation:
School of Marketing, Royal Melbourne Institute of Technology University
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Abstract

This 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.

Type
Research Article
Information
Journal of Management & Organization , Volume 7 , Issue 1 , 2001 , pp. 38 - 52
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2001

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