ABSTRACT
In discussing the importance of political willpower in the profession, a former public relations executive shared an anecdote about his first combat experience in Vietnam. He said his biggest surprise in the brief firefight was not the fear he felt nor a powerful adrenaline rush, but rather that some soldiers simply did not engage:
The veteran went on to say that the willingness to engage was crucial in the profession, too, but it was often in short supply. In this chapter, we explore the place of political will and intelligence in public relations practice and analyze their interrelationships with power and influence. We draw from the interviews to illustrate practitioners’ attitudes to-
ward political will and intelligence and suggest some ways to strengthen both in practice.
