Abstract
This article examines the case of U.S. corporate environmentalism as a dramatic instance of issue management over four decades. Drawing on administrative and trade publications, archival sources, and personal interviews, the article tracks the gradual adoption of issue management and strategic planning techniques by the environmental public relations industry, demonstrating the increasingly powerful role of PR in influencing environmental policy making in the United States. By tracing its origins in the realm of environmental issues, the article argues that issue management became, over a forty-year period, a key strategy to define, limit, and control the concept of the environment in American society. The issue management tactics deployed by public relations actors to counter environmental activism and regulation offer a paradigmatic example from which to derive critical insights about the twin evolution of American social movements and the public relations industry.