"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.
Autorentext
Bruce K. Berger, Bryan H. Reber
Zusammenfassung
The leading thinkers from the cognitive science tradition participated in a workshop sponsored by Sandia National Laboratories in July of 2003 to discuss progress in building their models. The goal was to summarize the theoretical and empirical bases for cognitive systems and to present exemplary developments in the field. Following the workshop, a great deal of planning went into the creation of this book. Eleven of the twenty-six presenters were asked to contribute chapters, and four chapters are the product of the breakout sessions in which critical topics were discussed among the participants. An introductory chapter provides the context for this compilation.Cognitive Systems thus presents a unique merger of cognitive modeling and intelligent systems, and attempts to overcome many of the problems inherent in current expert systems. It will be of interest to researchers and students in the fields of cognitive science, computational modeling, intelligent systems, artificial intelligence, and human-computer interaction.
Inhalt
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.