Resumen de Building buy-in: : The need for internal relationships and informal coalitions

Marlene S. Neill

• Significant research has focused on influencing senior leadership, and this study offers new insights into building internal relationships and informal coalitions to provide strategic counsel. These strategies involve internal communications, a neglected area of research and practice. The findings are based on in-depth interviews with 30 executives representing multiple departments in four U.S. companies. A new role justifying public relations� membership in executive decision teams is internal boundary spanning or gathering intelligence internally across business units, and requires public relations to have a seat at multiple decision tables.