Leadership’s Essential Role in Public Relations

by Jeremy Juhasz | November 20, 2018

Public Relations


For many industries, mandatory leadership qualities are often discussed and dissected. Surprisingly, not too much research has been dedicated to leadership in PR.

Communication professionals use the term public relations to describe how groups and organizations influence important audiences through a cluster of coordinated activities. KEF Media provides the broadcast portion of those coordinated activities for your brand’s public relations efforts. From broadcast to digital tactics, we’re able to provide a mix to get the results you’re looking for. 

Crucial to hitting those metrics is the relationship and leadership capabilities of your team and our team, working together to produce public relations results that drive business and awareness. 

According to a major research project, commissioned by the International Association of Business Communicators (IABC), published in the sixth edition text of Leadership: A Communications Perspective, excellent public relations efforts have the following characteristics, all of which are tied to leadership’s crucial role: 

Empowerment: Top management must see their efforts as a critical management function for organizational success. It’s incumbent on the PR practitioner to push for the value of any particular campaign. If managers can successfully sell their vision, others will feel their contributions are worthwhile. 

Ethics: It kind of goes without saying, but building relationships in the PR industry demands sharing accurate information to the audience and between PR pros. As an example, and as your broadcast partner, we value reporting accurate figures in our reports. 

Two-Way Communication: Leaders of programs that craft and deliver messages intended for two-way communication tend to shape public opinion much more effectively. They make an active effort to identify and respond to the needs of important audiences by conducting research, and are open to adjusting goals. 

Supportive Structure: A supportive structure is organic and less tied to organizational layers and complexity. It should come naturally. Managers have a key role in maintaining two-way communication with their coworkers to develop relationships based on openness and trust. 

Strategic Management Role: Excellent public relations leaders are department managers and not technicians. Their role should focus on setting policy, solving problems and administering budgets rather than on writing, media production or event planning. Organizational strategy at any level of PR will shape the organization’s direction. 

All of these characteristics are reminders for us at KEF Media as we work with your account teams to secure results that will benefit your client’s overall PR goals. Leadership in our organization is strong, and we’re eager to link up with leaders of your organization to brainstorm and provide honest counsel for your future PR activations.

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