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An Empirical Analysis of the Influence of Perceived Attributes of Publics on Public Relations Strategy Use and Effectiveness

This study replicates and extends previous research by examining the influence of problem recognition, constraint recognition, involvement, and goal compatibility on use of informative, facilitative, persuasive, and cooperative problem-solving strategies. Members of the Public Relations Society of America (n = 403) were surveyed using direct mail and online modes of administration. The results indicate that perceived attributes of publics significantly influence public relations strategy use in organizations. In addition, attributes of publics were significant predictors of strategy effectiveness. Goal compatibility was found to be the strongest predictor of effectiveness across strategies.