Community Relations and Issues Management: An Issue Orientation Approach to Segmenting Publics

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Abstract
To be most effective in community relations, an organization must proactively build an understanding of a community's issue orientations. This becomes challenging because segmentation does not always follow demographic characteristics alone and because the views of latent publics are difficult to detect. This study used field interviews and a mail survey to segment community leaders' orientations toward foreign investment in local businesses. Data were examined through a cluster analysis that identified four issue orientation patterns across a set of 20 survey items. Background characteristics of the people in those orientation groups were then examined to find the characteristics that divided those opinion segments.

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