A Contingency Explanation of Public Relations Practitioner Leadership Styles: Situation and Culture

Public relations practitioners from the U.S. and South Korea identified preferred leadership styles in routine and non-routine situations. Results of discriminant function analysis suggested that U.S. professionals place greater importance on strategic communication or problem-solving activities than do Korean practitioners. Public relations practitioners prefer leadership characteristics and functions associated with practical and resourceful capabilities in non-routine situations. This preference is most obvious among Korean public relations practitioners. Findings are best explained by cultural and situational contingency perspective of public relations leadership.