Use of Scanning Research in Decision Making: An Examination of the Environmental Imperative and Power-Control Perspective

Environmental uncertainty provides the context for public relations practices. Arguably, environmental uncertainty leads to greater organizational responsiveness to those environments through strategic planning. This survey of 505 American Public Relations Society of America members indicated, however, that perceived environmental conditions were less important to management decision-making than how those conditions were translated or packaged as decision-making inputs through formal environmental scanning mechanisms. Environmental uncertainty had no impact on decision making, once the mediating influence of formal scanning was controlled.