Do Communication Consultants Have Management's Ear? An Exploration of How External Public Relations Practitioners Increase Their Influence on Crisis Communication Decisions

In times of crisis, organizations frequently consult external public relations agencies for strategic communication advice. Even though prior research suggests that public relations advice is valued, crisis consultants can sometimes struggle to convince management of their recommendations. It appears that they are not always given the necessary authority to participate in strategic decision-making. Through in-depth interviews with 17 senior public relations consultants in Belgium, this study examines (a) the extent to which external crisis consultants succeed in influencing crisis decisions, as well as (b) the factors that might increase or decrease their influence. The findings indicate that external public relations consultants generally feel that their advice is followed, though subject to scrutiny. In addition, the interviews reveal seven situational (e.g., legal and financial considerations) and four strategic (e.g., a trusted client-agency relationship) factors that could determine external public relations consultants' influence. As such, this qualitative research provides practical recommendations for external crisis consultants to gain more authority over crisis decisions.