Characteristics of Leadership in Public Relations. A comparison of results of Cross-Cultural Study of Leadership in Public Relations and Communication Management

This paper offers a comparative analysis of leadership dimensions in public relations and communication management between Spain and a group of 23 countries which have participated in the Cross-Cultural Study of Leadership in Public relations and Communication Management, conducted by the University of Alabama and financed by IBM and Heymann Associates. Following the conceptual model from Meng and Berger (2011), this paper investigates the challenges faced by public relations, as well as the prerequisites of excellent leaders. Achieved results make a breakthrough in scientific knowledge about leadership in communication management, a little developed subject in academic literature, especially in Spain.