Omega Approaches in Public Relations: The Use of Unsanctioned Influence Tactics

The Whirlpool case study and our interviews demonstrate that public relations practitioners use a variety of Alpha approaches, or sanctioned influence tactics, in power relations. Professionals also employ multiple tactics and base their choices on situational factors, past experience or practice, type and severity of issue, target(s) of influence, potential risks, and individual political intelligence and skills, among other factors.