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Gaining Influence in Public Relations

The Role of Resistance in Practice

By Bruce K. Berger, Bryan H. Reber

Routledge – 2005 – 288 pages

Series: Routledge Communication Series

Purchasing Options:

  • Add to CartPaperback: $50.95
    978-0-8058-5293-6
    December 22nd 2005
  • Add to CartHardback: $140.00
    978-0-8058-5292-9
    December 21st 2005

Description

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.

Contents

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.

Name: Gaining Influence in Public Relations: The Role of Resistance in Practice (Paperback)Routledge 
Description: By Bruce K. Berger, Bryan H. Reber. 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...
Categories: Public Relations, Public Relations in Media