Bruce K. Berger, Bryan H. Reber

Gaining Influence in Public Relations (eBook, PDF)

The Role of Resistance in Practice

• Format: PDF

Produktbeschreibung

"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. Intended for scholars and graduate students in public relations, it also has much to offer practitioners, as well as scholars and students in organizational communication, organizational theory, human resources, and leadership.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 288
• Erscheinungstermin: 15. August 2006
• Englisch
• ISBN-13: 9781135605315
• Artikelnr.: 42711238

Autorenporträt

Bruce K. Berger, Bryan H. Reber

Inhaltsangabe

Contents: Preface. Influence in Public Relations and Why It's Important.
Public Relations Roles, Responsibilities, and the "Right Thing."
Resistance, Politics, and Power Relations. Identifying and Using Influence
Resources in Public Relations. Alpha Approaches in Public Relations: The
Use of Sanctioned Influence Tactics. The Communication Change Project at
Whirlpool: Converting Power Into Performance. Omega Approaches in Public
Relations: The Use of Unsanctioned Influence Tactics. The Use of Dissent in
Public Relations. The Power of Political Will and Intelligence. Breaking
Out of the "Iron Cage" of Practice. A Public Relations Manifesto. Appendix:
The Dissent Survey.