Format:
1 online resource (291 pages)
Edition:
1st ed.
ISBN:
9780805852929
,
9781410616975
Series Statement:
Routledge Communication Series
Content:
Gaining Influence in Public Relations explores how professionals can increase their influence in practice to help their organizations achieve success. This provocative book explores the largely uncharted territories of power, resistance, dissent, and activism in public relations, arguing that practitioners can increase their power and social legitimacy by developing and using a wider range of influence resources, strategies, and tactics. Authors Bruce K. Berger and Bryan H. Reber talked with hundreds of practitioners, analyzed original survey data, and examined a detailed case study to develop a theory of power relations. Ultimately, the book seeks to advance the ethical and effective practice of public relations
Note:
Book Cover -- Title -- Copyright -- Contents -- About the Authors -- Preface -- CHAPTER 1 Influence in Public Relations and Why It's Important -- CHAPTER 2 Public Relations Roles, Responsibilities, and the "Right Thing" -- CHAPTER 3 Resistance, Politics, and Power Relations -- CHAPTER 4 Identifying and Using Influence Resources in Public Relations -- CHAPTER 5 Alpha Approaches in Public Relations: The Use of Sanctioned Influence Tactics -- CHAPTER 6 The Communication Change Project at Whirlpool: Converting Power Into Performance -- CHAPTER 7 Omega Approaches in Public Relations: The Use of Unsanctioned Influence Tactics -- CHAPTER 8 The Use of Dissent in Public Relations -- CHAPTER 9 The Power of Political Will and Intelligence -- CHAPTER 10 Breaking Out of the "Iron Cage" of Practice -- CHAPTER 11 A Public Relations Manifesto -- Appendix: The Dissent Survey -- References -- Author Index -- Subject Index
Additional Edition:
Print version Berger, Bruce K. Gaining Influence in Public Relations Oxford : Taylor & Francis Group,c2005 ISBN 9780805852929
Language:
English
Keywords:
Electronic books
URL:
FULL
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