ABSTRACT

This chapter is devoted to discussing the importance of strategies, goals, objectives, and tactics; insights from the survey about effective issue management; and implications of the findings for professional practice and ongoing scholarship. Strategy as an organizational concept is relatively nascent. Its roots are found in military nomenclature. Public relations is moving beyond tactical management and increasingly developing as a strategic management profession. The Plank Center for Leadership in Public Relations at the University of Alabama provided conceptual, organizational, logistical, and funding support for a global study of the most important issues in public relations among industry leaders and how they are currently addressing those issues. Today blogs, webinars, books, and workshops are devoted to the subject of effective measurement of the public relations activity. Meeting the increasing demands for Corporate Social Responsibility (CSR) and dealing the demands for greater transparency were more important issues for German-speaking countries than they were for other countries or regions in the study.