According to nenzhelele 2015 ci is a widely accepted

According to Nenzhelele, 2015, CI is a widely accepted practice that follows several
predetermined phases made up of the following steps: Planning and direction, Information

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collection, Information analysis, Intelligence dissemination, Decision makers, Process and
structure, Organizational awareness and culture, and Feedback. These steps in the process are
reflected as a continual sphere, where one point starts the other begins. Many firms consider the
CI process as a critical factor in the success of business.
Why is It Important to the Public Affairs Function?
When a firm chose to release information obtained through CI, they are faced with the
responsibility of how this will affect the public and its competitors. Lawrence & Weber refers to
the 2010 reports of the Foundation for Public Affairs statement that ’70 percent of business
executives say public affairs already plays an increasingly strategic role’ within their firms (pg.
36). When conducting CI firms must have ‘disclosure policy choices depend on how useful the
firm's information is to itself and its rival’ (Bagnoli & Watts, 2015).