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| Author: | Choi, J. Choi, Y. |
| Title: | Behavioral dimensions of public relations leadership in organizations |
| Journal: | Journal of communication management
2009 : VOL. 13:4, p. 292-309 |
| Index terms: | USA surveys public relations organizations leadership managers skills models |
| Language: | eng |
| Abstract: | This study aims to identify and develop a measure of behavioral dimensions critical to effective public relations (PR) for organization wide PR leadership. Based on a national survey of Public Relations Society of America (PRSA) members (n=159), a confirmatory factor analysis (CFA) was performed on the seven theoretically-driven leadership behaviours: coordinating, upward influence, internal monitoring, networking, representing, providing vision, and acting as a change agent. It is suggested that the measurement model had a good internal and global fit. CFA results supported the 7-factor model over the 1-factor model, suggesting that PR leadership is multi-dimensional. Among the behaviours, "acting as a change agent" and "providing vision" were those most strongly linked with the value of PR. |
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