Measuring Public Relations Leadership in the Trait Approach: A Second-Order Factor Model in the Dimension of Self-Dynamics

• Main Authors: Juan Meng, Bruce K. Berger, William C. Heyman
• Format: Article
• Language: English
• Published: Insitute for Public Relations 2011-12-01
• Series: Public Relations Journal
• Online Access: https://prjournal.instituteforpr.org/wp-content/uploads/Measuring-Public.pdf

This research was designed to develop measures of public relations leadership from the perspective of individual capabilities, “Self-Dynamics.” By conducting an online survey collected from over 200 senior public relations executives, a structural equation modeling approach was used as the analytical tool to assess the hypothetical hierarchical confirmatory model. The results empirically modeled and indicated that public relations leaders’ self-attributes, visionary ability, and team collaboration ability are three key first-order factors at the individual level and comprise what the authors proposed a single second-order factor “Self-Dynamics.” Therefore, the multidimensionality of the construct itself as well as the predictive power of the measurement model has been validated. The authors evaluated the results and discussed the findings, as well as concluded with suggested implications for understanding the competitive preconditions an effective public relations leader should have for effective communication management. The study of leadership has been an important and central part of the literature on management and organization behavior over the past 40 years. Researchers of leadership have historically developed a number of complex concepts and theories in the attempt to explain and predict leadership effectiveness and organization performance. Major theories, topics, and controversies in this area have encompassed leader traits and skills, leader behavior and activities, leader power and influence, situational determinants of leader behavior, and leadership as an attributional process (e.g., Bass, 1985, 1990; Conger, 1999; Dansereau, Graen, & Haga, 1975; Fiedler, 1978; House, 1971, 1999; Kouzes & Posner, 1987; Stogdill, 1948, 1974; Yukl, 1989). However, relatively few studies in the field to date have explored the qualities, values, and dimensions of excellent leadership in public relations. Specifically, leadership in public relations has not been subjected to quantitative measurement. Measurement issue has particularly perplexed public relations researchers in their efforts to construct theory and to test theory. Therefore, this research paper is an exploratory step toward such an exploration—to discover what leadership means to senior-level public relations professionals. More importantly, our objective is to develop and estimate a model that captures the dynamics of individual capabilities in achieving excellence in public relations leadership. After reviewing the trait approach in leadership research, we are interesting in gathering experienced public relations professionals’ opinions about the key and important personal attributes/skills/qualities a successful public relations leader should have and exhibit. The importance of personal attributes and qualities is strongly associated with its impact on the achievement a public relations leader could obtain and the establishment of the mutual relationship between the leaders and their subordinates. The focus of our research is on leader attributes that are reported to be effective in communication management. The trait approach in leadership research is reviewed, and public relations leaders’ widely recognized traits are discussed briefly, focusing on important findings and controversies. We then describe the proposed model in terms of a conceptual framework that examines the public relations leaders’ self-dynamics as a three-dimensional construct: self-insight, shared vision, and team collaboration. Next, we introduce the research project, which involved the participation of more than 200 experienced public relations professionals nationwide, and discuss the estimation results of the hierarchical model and report on model validation. The findings regarding perceived effective leader attributes/skills/qualities are summarized and presented. Finally, we conclude by summarizing the contributions, managerial implications, and avenues for further research. In short, the anticipated theoretical and practical contributions of this paper will be reflected in its efforts in filling a substantial knowledge gap concerning excellent leadership relevant to the success of public relations practice and organizational effectiveness.