Emotional Leadership as a Key Dimension of Public Relations Leadership: A National Survey of Public Relations Leaders

Based on the emotional leadership theory, this study used a national survey of public relations leaders to examine the core emotional traits and skills for effective public relations leadership. Transformational leadership was preferred by public relations leaders, in which empathy played an essential role. Transformational leadership and empathy were found to be significant predictors of public relations leaders' competency in gaining employees' trust, managing employees' frustration and optimism, as well as taking stances toward employees and top management in decision-making conflicts. By identifying emotional leadership as an essential dimension of public relations leadership, the findings advance the understanding of how emotional skills can enhance public relations managers' employee and top management communications in decision-making conflicts.