Public Relations Strategizing: A Theoretical Framework for Understanding the Doing of Strategy in Public Relations

Abstract

Strategy is considered one of the most central concepts in public relations research and practice. However, public relations strategizing, i.e., the doing of strategy, remains a black-box concept in public relations and would benefit from additional approaches to theorizing strategy. This conceptual article draws upon strategy-as-practice, practice theory, and the existentialist notion of human modes of being and articulates a theoretical framework describing four modes of strategizing in public relations: (1) absorbed strategizing, (2) deliberate strategizing, (3) deliberative strategizing and (4) abstract strategizing. The first three modes are conceptualized as immersed modes of strategizing in everyday activities, while the fourth is conceptualized as a detached mode of strategizing in strategic planning activities. Then, it draws upon Mintzberg and Waters’ (1984) five types of strategy and situates the four modes of public relations strategizing in strategy formation and realization. The article thereby contributes to theorizing strategy and strategizing in public relations by offering researchers a theoretical framework for researching strategizing in public relations.