PR 662 Lecture Notes - Lecture 52: Public Service Announcement, Organizational Chart

• School: Ball State University
• Department: Public Relations
• Course: PR 662
• Professor: Dr. Lee

Document Summary

Power is one"s capacity to exert influence, which happens when you get others to change their behavior how you want them to. We exude and exhibit power when others act differently than they would because of us. Communicators use power of certain communication strategies to influence the public. On its own, power is a one-way communication and power perspective. However, excellent communication programs use another dimension of power: the ability of the communicator to influence decisions about an organization"s goods and services, policies, and behaviors. These departments have to have power and influence in their dominant coalition to help organizations practice models of two-way symmetry. Powerful departments are valued and supported by their dominant coalitions. Communication departments have to be powerful players when making decisions in organizations. Power is important when implementing excellent communication programs. If you can"t influence strategic decision making in dominant coalitions, communication departments aren"t going to be excellent.