The power of public relations in MEMA relations: A national survey of health PR practitioners

Based on the typology of power suggested by French and Raven, this study identified five types of power PR practitioners believe they have. Survey results suggest that PR practitioners working for health organizations believe they have Expert Power in media relations, especially those who work for non-profit organizations, have frequent contact with reporters, and develop close relationships with reporters. In general, they do not believe they exert Information Coercive and Advertising Coercive power. This research also examined the effect of three internal contingent factors on the perceived power of PR in media relations, Only Organizational Stability was a significant predictor of Expert Power.