The primary contribution of this article to public relations theory and practice is to provide an interest-identity framework for guiding the formulation of public relations strategy in relation to issues-related engagement with public. We draw upon an analysis of the public consultation and communication processes undertaken by New Zealand's Environmental Risk Management Authority (ERMA) following the lifting of a moratorium on field trials for genetically modified (GM) organisms.
Public Relations Review,
Vol. 32, no. 1 (Mar 2006), pp. 71-73