Power and Influence in the Boardroom: An Examination of Public Relations Influence within the C-Suite

Abstract

Public relations is essential for building and maintaining relationships between organizations and stakeholders, shaping perceptions, and influencing behaviours. Despite its strategic importance, PR often struggles to exert influence during decision-making processes, particularly in the Ghanaian context, where it is not consistently integrated into strategic initiatives. This study investigated the role of PR in strategic decision-making within organizations, focusing on the challenges practitioners face and strategies to enhance the profession’s influence. The study employed a qualitative methodology, engaging 15 senior practitioners from private and state- owned organizations, along with 5 decision-makers, making a total of 20 participants. Interviews were conducted using a semi-structured interview guide, providing a comprehensive understanding of PR’s current state, barriers to its strategic integration, and actionable recommendations for improving its effectiveness. Key findings revealed that while practitioners emphasized the need for PR’s strategic integration, decision-makers had varied perceptions – ranging from viewing PR as a mere communication tool to recognizing its strategic value. There was a consensus on PR’s crucial role in reputation management and stakeholder engagement. The findings underscored PR’s influence within the boardroom, highlighting its potential to shape corporate policy and guide organizational narratives. The study recommends a more integrated role for PR in organizational strategy and governance.