Understanding the Relation Between Public Relations and Issues Management

Using a systematic sample of 248 public relations managers in the United States, I examined the relation between type of public relations practiced, type of issues management practiced, and the outcomes associated with these practices. Regression and partial correlation analyses reveal that the use of 2-way public relations is positively related to 2 steps in the issues management process: formal environmental scanning and active sense-making strategies. In turn, formal environmental scanning and active sense-making strategies result in early issue detection and accurate issue diagnoses. Post hoc analysis reveals that the use of 2-way public relations is also directly related to early issue detection and accurate issues diagnoses.