Personalised networks of influence in public relations : Strategic resources for achieving successful professional outcomes

Purpose – The purpose of this study is to look into Italian PR practitioners' opinions on whether or not specific social networks, the personalised networks of influence, are perceived to be one of the main strategic resources and the degree of relevance they give to such networks. Personalised networks of influence are also tested with Italian journalists. Design/methodology/approach – The data of the study were gleaned from a survey on PR practitioners' and journalists' self‐perceptions and perceptions of each other that was conducted in Italy from March to October 2007. The survey was based both on qualitative data collected through personal interviews with senior PR practitioners and journalists and on quantitative data gathered through an online, close‐ended questionnaire. The study is based on the analysis of the survey data on personal influence. Findings – The findings show no statistical difference between PR practitioners and journalists. PR practitioners and journalists did not perceive the importance of having personalized networks of influence differently with regard to their professional activities, although they valued more significantly having strong professional skills than personalised networks for their career advancement. Originality/value – The study offers new insights into the personal influence model and the concept of influence and power in relation to public relations practitioners' career advancement and professional activities.