Abstract

MORENO, María de los Ángeles; NAVARRO, Cristina  and  HUMANES, María Luisa. Leadership in Public Relations and Communication Management: A Quantitative Analysis of Leadership Factors in the Industry in Spain. Palabra Clave [online]. 2014, vol.17, n.3, pp.946-978. ISSN 0122-8285.

Leadership in public relations and communication management in Spain is analyzed in this paper. Following Meng and Berger's conceptual model (2011), the prerequisites and characteristics of outstanding leaders in communication are examined, as are their personal beliefs and perceptions about leadership, the major challenges facing Spanish leaders in public relations and communication management, and the strategies implemented to deal with those issues. This study is part of an international project developed in 23 countries by the Plank Center for Leadership in Public Relations at the University of Alabama. It was financed by Heyman Associates in New York and the IBM Corporation.

Keywords : Leadership; public relations; communication management; perceptions; strategies.

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