Addressing challenges in public relations: A comparison among the views of chief communication officers (CCOs) and future leaders

Abstract

This study investigates the views of chief communication officers and future leaders in the area of public relations. A mixed method approach was pursued using survey questionnaire among 120 chief communication officers and next generation leaders supplemented by focus group interviews with10 chief communication officers and 10 future leaders respectively. Content analysis was undertaken to compare the views, experiences and expectations of the people representing the two target groups. -               Findings from this study suggested that there is no narrow and conclusive picture of a specific type of personality or vision that a leader must share. The findings of the research demonstrate the need for establishing a precise interpretation of what strategic communication entails, including, strengthening of internal networking, promoting internships and training within a company, examine ways to bring close future to current communication leaders through mentoring programmes, and promote a more balanced work routine. The study offers insights of understanding of strategic communication are crucial to define a systematic view of leadership, strategies and policies that determine the profession and success of companies.

Keywords: leadership, chief communication officers, public relations, strategic communication