Strategic leadership in public relations: An integrated conceptual framework

Although scholars have recognized the importance for public relations executives demonstrating strategic leadership in facilitating effective public relations practice, few have attempted to explain the multi-faceted nature of the leadership construct. In this paper, the author proposes an integrated conceptual framework to explain the leadership construct and its key dimensions. In addition, the author also proposes that leadership effectiveness can be mediated by a core set of organizational structure and culture as well as the social culture within which the organization operates. The paper also offers suggestions for future research to better understand how leadership influences public relations effectiveness. (C) 2012 Elsevier Inc. All rights reserved.