Finding influence: examining the role of influence in public relations practice

Purpose – To examine how public relations practitioners define influence and where they find influence. Design/methodology/approach – Depth interviews with 162 public relations practitioners. Findings – Public relations professionals defined influence in terms of shaping decisions, having access, and being heard. They said they were most influential in crisis situations and when preparing communication messages or plans. They are least influential in strategic decision making, when they are perceived as technicians, and in interactions with senior executives. The most common influence tactic used by these professionals was rational influence. Practical implications – The authors suggest eight tenets regarding influence for public relations practitioners. Originality/value – Practitioners have long noted the need for increased influence across the organization. But, there is little scholarship that examines just how public relations pracitioners should increase their influence and ascent to organizational decision making circles.