Alpha Approaches in Public Relations: The Use of Sanctioned Influence Tactics

Success in public relations relies on political savvy perhaps as much as experience (Heyman, 2004). Knowing the organization, its players, and their predispositions, and knowing where the ultimate decision will be made and the most persuasive way to present a case are essential political skills, but there are many more. In daily practice, public relations professionals draw from a deep well of sanctioned influence tactics and strategies. Some of those sanctioned tactics are commonly used by many internal influencers; others are less common and riskier.