To be, or not to be: Paradoxes in strategic public relations in Italy

• The study is based on the generic principles of public relations.
• It assesses strategic public relations practice in Italy.
• It studies public relations professionals from the corporations, governments and non-profits.
• Results show some uniqueness in public relations practices among the different sectors.
• This study contributes to the body of knowledge in global public relations.

There is a paucity of empirical studies of public relations in Italy. This study sought to assess whether public relations departments are managed strategically in Italy and whether public relations contributes to the strategic management of organizations. Using the four generic principles that deal with strategic management, this study gathered data from public relations professionals working in the three major types of organizations: corporations, government agencies, and non-profits. The study found that regardless of the type of organization, few public relations practitioners are represented in the senior management of their organizations. Senior managers of non-profits tended to value public relations more than the other two sectors. Symmetrical communication again proved to be normative. By using a conceptual framework and research instruments that have been employed in studies conducted in other parts of the world, this study has generated data that can be used to compare strategic public relations in different socio-cultural environments – thus contributing to building a global theory of public relations.