3. Although you are the
lowest rung on the
corporate ladder, with
less experience and a
smaller voice,
You can
influence your
client to do the
right thing.
4. When faced with ethical
dilemmas, steer your
client to safe waters with:
5. When faced with ethical
dilemmas, steer your
client to safe waters with:
Informal decision-making powers
6. When faced with ethical
dilemmas, steer your
client to safe waters with:
Informal decision-making powers
Influence tactics
7. There are two types of
influence tactics:
Alpha tactics
Omega tactics
8. “Play by the Rules”:
Alpha Tactics
Generally sanctioned
“Socially acceptable”
Transparent
11. “Play Outside the Rules”:
Omega Tactics
Creates risk for career prospects
Poses ethical dilemmas
Incites controversy within professional ranks
Challenges individual’s loyalty to organization
12. Omega Tactics
Leak information to media
“The grapevine”
15. Keep in mind:
Using a strategically chosen set of influence
tactics will yield better results than relying
solely on one or two favored tactics
16. With these influence tactics...
Win a victory for yourself
– and the PRofession
Feel positive about your
own morals and ethics
Keep in PR tool kit to
influence other situations
in your career
17. You may be entry-level,
but you can still strike
the perfect harmony
between client interest
and moral compass.
Editor's Notes
Many entry-level PRactitioners, nervous about position and job, may be hesitant to react negatively to a client
Don’t outright have the POWER to make executive decisions
Re-route client plans to a moral path
Power - capacity to get things done
Influence - process through which power is actually used or realized
^through strategies and tactics
Power - capacity to get things done
Influence - process through which power is actually used or realized
^through strategies and tactics
According to Bruce K. Berger and Bryan H. Reber, authors of “Gaining Influence in Public Relations”
Sanctioned vs. unsanctioned - more active, effective, and ethical agents in organizational decision making
What you are trying to achieve, and HOW you’re trying to achieve it, are clear with these methods.
Rationality: paired with direct request, most default influence tactic for professionals
“Being rational and spelling it out rather simply”
Ties into PR job - framing ideas in a way that is palatable to specific audiences; necessity of reason, data, logical persuasion
“Pressure tactics”
Instead of retreating, pushing harder
Often reserved for crucial ethical and legal issues
Linked to tenure in organization, education, personality
Example: client doesn’t see benefit to opportunity, PERSIST, finally submits and ta-da
Dissent, professional activism
Because of this: harder to show results
“A small number of public relations professionals use unsanctioned influence tactics in their work to try to do the right thing or to further personal or organizational interests.”
Controversial and complex
Leak: Pressure organizational decision makers to reconsider planned actions or inappropriate decisions
Grapevine: plant rumors or info within organization to cause influence - examples of foreseeing problems with management understanding underlings
Constructing alternate plans for formal decisions and actions
Fellow employees in a town hall meeting; residents for a public hearing
EXTREME. Illegal or extremely unethical activities - reporting to authorities means legal or governmental actions will follow. Resignation is on same level!
Organizational-sponsored channels: compliance hot-lines, contacting BOD, audit committees; when you think organization should handle problem on its own
Berger and Reber’s research showed that professionals combined two or more tactics together to increase influence efficacy.
Your professional rank doesn’t mean that you need to bow down or bend over for a client. Make sure that your sense of ethics and morals are in tact at the end of the work day. [END ON LOW NOTE]