Public Relations as Negotiation: An Issue Development Perspective

In this essay 1 reconceptualize public relations as negotiation within an issue development perspective, Issue development is a communication approach to negotiation that focuses on the framing and reframing of issues. Theoretical characteristics of communication and negotiation models are utilized to identify shortcomings of the two-way symmetrical model and to advance notions of public relations as negotiation within an issue development framework. Issue development public relations is a management process of negotiating the organization public relationship. Theoretical implications and future research questions are indicated.