Exploring public relations leadership dimensions in Korea

Abstract

The evolution of public relations (PR) into a management function has brought the importance of leadership to the forefront of professional discussions. The current study explored PR leadership dimensions in South Korea. Through interviews with 43 PR professionals, this study identified a variety of leadership dimensions, including trait dimensions (e.g. intelligence, insight, understanding the deep need of employees, communication skills, problem-solving skills) and behavioural dimensions (e.g. networking, providing vision, external monitoring). Other leadership dimensions not previously found in Western cultures also emerged such as kind and thoughtful consideration of employees' position and understanding the deep need of employees. Practical and theoretical implications are also discussed.