Public Affairs Decision Making in the U.S. Air Force: An Application of Multiattribute Utility Theory

Public relations decision making by U.S. Air Force public affairs personnel was evaluated by using multiattribute utility theory. Exploratory cluster analysis revealed that only 48% of the decisions adequately fit the public relations excellence criteria of accommodation and long-term relationship building. Fourteen percent of the decisions were based on asymmetrical options with a clear emphasis on leverage for the organization, and 37% of the decisions focused on communication tactics. There was a negative correlation between strength of relationship with the supervisor and preference for symmetrical solutions. Furthermore, female employees reported a weaker relationship with their supervisors than their male counterparts.