A cross-cultural exploration of leadership and followership in public relations

Purpose This study examines the evolving role of global public relations leaders, highlighting the interconnection between leadership and followership across diverse cultural contexts. Design/methodology/approach Based on in-depth interviews conducted around the world, we examine the priorities of 38 senior public relations professionals and analyze the various factors that influence decision-making and expectations. Findings Findings highlight a shift toward community-centered leadership grounded in knowledge sharing and succession planning. The research extends transformational leadership theory by proposing a hybrid model that integrates transactional strategies and emphasizes relational dynamics, including psychological safety and co-creation. Additionally, the study contributes to cross-cultural leadership scholarship by highlighting the importance of cultural intelligence and boundary dwelling for effective global practice. Originality/value These insights offer both theoretical and practical implications for fostering inclusive, adaptive and ethically grounded leadership in public relations.