Mutually beneficial relationships (MBRs), a concept used to define public relations processes and outcomes, has been featured relatively uncritically for many years. This normative concept became a defining theme in the romantic era (1970s–1990s) of public relations: an elixir for collective problem solving and shared decision making. Careful consideration of highly contested issues, however, reveals evidence that within-group MBRs can prevent overarching issue solutions, decisions between issue-groups, and can constitute stalemating, hegemonic tribalism. Strategic issues management (SIM) provides decision-making intelligences by which conflict between businesses and other members of society can be understood. Issue advocates’ adversarial strategies, however, can frustrate a society’s ability to solve problems and make meaningful decisions, even when parties share a common motivating value. Stalemated public policy interpretations create sores that cannot heal; problems cannot be solved. Within-group MBRs can prevent between-group MBRs. This paper reviews the MBR and SIM literatures to analyze the National Rifle Association’s (NRA) marketplace and public policy role in a battle over gun regulation with students of Parkland, Florida. Parkland voices emerged after 17 students were killed with an assault weapon on February 14, 2018, in Marjory Stoneman Douglas High School.

互惠关系（MBR）是用来定义公共关系过程和结果的概念，多年来一直相对不加批判地提出。在浪漫的公共关系时代（1970年代至1990年代），这一规范性概念成为定义性主题：集体解决方案和共同决策的灵丹妙药。但是，仔细考虑激烈争议的问题后发现，有证据表明，集团内部MBR可以防止总体问题解决方案，问题集团之间的决策，并且可以构成僵硬的霸权部落。战略问题管理（SIM）提供决策情报，通过该情报可以了解企业与社会其他成员之间的冲突。但是，问题倡导者的对抗策略可能会破坏社会解决问题和做出有意义的决策的能力，即使当事方具有共同的激励价值时。缺乏公共政策的解释会造成无法治愈的疮；问题无法解决。组内MBR可以防止组间MBR。本文回顾了MBR和SIM的文献，以分析美国步枪协会（NRA）的市场和公共政策在与佛罗里达州帕克兰市学生进行的枪支管制斗争中的作用。在2018年2月14日，在Marjory Stoneman Douglas高中用攻击武器杀死17名学生后，Parkland的声音出现了。本文回顾了MBR和SIM的文献，以分析美国步枪协会（NRA）的市场和公共政策在与佛罗里达州帕克兰市学生进行的枪支管制斗争中的作用。在2018年2月14日，在Marjory Stoneman Douglas高中使用攻击武器杀死17名学生后，Parkland的声音出现了。本文回顾了MBR和SIM的文献，以分析美国步枪协会（NRA）的市场和公共政策在与佛罗里达州帕克兰市学生进行的枪支管制斗争中的作用。在2018年2月14日，在Marjory Stoneman Douglas高中用攻击武器杀死17名学生后，Parkland的声音出现了。