ABSTRACT
In part, today’s incredible world is incredible because society’s needs are changing rapidly. Institutions must change to meet these needs without losing credibility.
Practitioners need to play leadership roles in helping clients contribute and adjust to such changes. In line with recent research, as well as theorizing, by Grunig and Hunt (1984), Broom and Dozier (1986), and others, this involves gauging and interpreting:
1. Societal changes. 2. Possible and actual reactions of client organizations to these shifts. 3. Public opinion on the appropriateness and importance of the changes. 4. The extent to which public opinion should govern client policies and
priorities.
