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| Author: | Reber, B. H. Berger, B. K. |
| Title: | Finding influence: examining the role of influence in public relations practice |
| Journal: | Journal of communication management
2006 : VOL 10:3, p. 235-249 |
| Index terms: | public relations communication relationship marketing organizational decision making power |
| Freeterms: | influence |
| Language: | eng |
| Abstract: | This paper analyses how public relations (PR) practitioners define influence and where they find influence. By conducting in depth interviews, the authors found that PR professionals defined influence in terms of shaping decisions, having access and being heard. They were most influential in crisis situations and when planning communication, and least influential in strategic decision making and when interacting with senior executives. Most practitioners used rational influence as the most common tactic. |
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