Cultural congruence or difference: A paired country investigation of leadership effectiveness in public relations

Abstract

The study investigated the interplay between cultural perceptions and leadership effectiveness in public relations and communication management. A group of senior public relations executives (n = 20) in two paired cultural contexts, London and Singapore, were interviewed. Results revealed their understanding of effective leadership skills in public relations practice in their unique cultural context. Participants mentioned diverse leadership attributes and qualities expected in excellent public relations leaders. At the cultural congruence level, participants indicated that the effectiveness of leadership is not solely based on national, regional or ethnic cultures; more often, it is heavily influenced by the institutional context and organizational culture. Practical implications and future research directions are also discussed.

Keywords:

• public relations
• cultural congruence
• cultural difference
• leadership
• organizational communication

Additional information

Notes on contributors

Juan Meng

Juan Meng (PhD) is currently Assistant Professor of Advertising and Public Relations in the Grady College of Journalism and Mass Communication at the University of Georgia. She is the Fellow of the Plank Center for Leadership in Public Relations and the co-principal investigator of a global leadership study sponsored by the center. Meng's current research interests include the quantitative measurement of strategic leadership in public relations, the theory development in the field of public relations leadership, the combined use of qualitative and quantitative methods to study participation in leadership development process from an international perspective, and multinational corporates' reputation and knowledge management strategies in emerging markets. Her most recent publications appear in Public Relations Review, Journal of Public Relations Research, Public Relations Journal, Journal of World Business, Journal of Promotion Management, Journal of Communication Management, China Media Research, and the Social Science Journal. She teaches Public Relations courses at both undergraduate and graduate levels at the University of Georgia.