Leadership in Organizations and the PR Department Work Quality

Authors

  • Edit Terek Stojanović Deptartment of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin
  • Mila Kavalić Deptartment of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin
  • Sanja Kovačić Department of geography, tourism and hotel management, University of Novi Sad, Faculty of Science, Novi Sad
  • Milan Nikolić Department of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin
  • Marko Vlahović Mercator-S, Novi Beograd
  • Srđana Taboroši Department of Management, University of Novi Sad, Technical faculty “Mihajlo Pupin”, Zrenjanin

DOI:

https://doi.org/10.7595/management.fon.2024.0001

Keywords:

public relations, PR department work quality, transformational and transactional leadership, ethical leadership, Serbia

Abstract

Research Question: This paper examines the influence of individual leadership dimensions on individual public relations dimensions. The transformational and transactional leadership dimensions, as well as the ethical leadership behavioural dimensions were considered as the independent variables in the study. As the dependent variables, the dimensions of the PR department work quality were considered: Ethical and Responsible Action, Proactive and Quality Performance, Strategic and Effective Action, Media Relations and Internal Public Relations. The paper also analyzes the moderating effects of leaders’ gender and leaders’ age on the observed relationships. Motivation: Previous research linking leadership and public relations can generally be divided into two groups. One group of such studies addresses the impact of leadership on public relations (Topic, 2021; Meng & Neill, 2021). The other research group relates to examining and defining the characteristics of leadership in public relations (Martinelli & Erzikova, 2017; Killingsworth & Flynn, 2016; Hamrin, 2016). However, the impression gained is that there is a lack of research which focuses on measuring the direct impacts of individual leadership dimensions on individual public relations dimensions, especially at the organizational level. This is even more emphasized when examining the influence of the dimensions of transformational leadership and ethical leadership behaviour. Idea: The idea is leadership in organizations has an impact on a number of individual and organizational performance indicators, including public relations and effectiveness in public relations. The paper also analyzes the moderating effects of leaders’ gender and leaders’ age on the observed relationships. Data: The research was carried out in Serbian companies. The respondents included PR managers, PR practitioners and marketing professionals. A total of 236 questionnaires were collected from 78 companies.  Tools: The descriptive statistics for all of the observed dimensions. The correlation coefficients between the leadership dimensions and the PR department work quality dimensions. Regression analysis the leadership dimensions on the PR department work quality dimensions. Leaders’ gender and age as a moderator of the observed relationships. Findings: Transformational leadership has a greater impact than transactional. The influence of the Contingent Punishment Behaviour dimension can be negative as can that of Intellectual Stimulation. Female and older leaders have a greater influence on the PR department work quality dimensions. The impression is that female and older leaders have a stricter, more decisive and emotional management style, so the results of the PR department are more aligned with such requirements. Contribution: Such research would create a theoretical basis for the practical action of leaders in the promotion of public relations, especially in terms of individual public relations dimensions.

Author Biographies

Edit Terek Stojanović, Deptartment of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin

Edit Terek Stojanović, PhD, is an associate professor at the University of Novi Sad, Technical faculty "Mihajlo Pupin", Zrenjanin Department of Management. She teaches the following subjects: Public Relations, Organizational Culture, Knowledge Management and Management of Creative Potentials. Her main research interests are related to public relations and organizational behaviour.

Mila Kavalić, Deptartment of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin

Mila Kavalić, PhD, is an assistant professor at the University of Novi Sad, Technical faculty "Mihajlo Pupin", Zrenjanin, Department of Management. She defended PhD thesis in 2020 at Technical faculty "Mihajlo Pupin", Zrenjanin, Serbia. She received her MSc degree at the Technical faculty "Mihajlo Pupin" in 2014 and at Faculty of Technical Sciences, Novi Sad in 2017. Her research interests include knowledge management, human resources, organizational behavior and business ethics.

Sanja Kovačić, Department of geography, tourism and hotel management, University of Novi Sad, Faculty of Science, Novi Sad

Sanja Kovačić, Ph.D., is an associate professor at the University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management. She teaches subjects such as Psychology in Tourism, Tourism Product Development and Branding Strategies, and Brand Management in tourism. Her main research interests are related to the social and psychological aspects of tourism, destination branding and application of mathematical and statistical methods in tourism and hospitality. She has published over 100 research papers, 4 book chapters and participated in over 40 scientific conferences. She has been a visiting lecturer to countries such as Spain, France, Netherlands, Russia.

Milan Nikolić, Department of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin

Milan Nikolić graduated at the University of Novi Sad, Technical faculty “Mihajlo Pupin”, Zrenjanin. He defended PhD thesis in 2004 at the Mechanical faculty University of Belgrade, at the department of Industrial engineering. He works at University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin, as a full professor. His basic fields of interest are: organizational behavior, entrepreneurship and public relations.

Marko Vlahović, Mercator-S, Novi Beograd

Marko Vlahović got doctorate 2020, at the Technical Faculty “Mihajlo Pupin”, at the University of Novi Sad. Ph.D. Title: Relationships between organizational culture, public relations, company’s credibility and financial performance. For the last 10 years, he has been working at the company Merkator-S, in Serbia, on internal and external communications. He is currently part of the Corporate Communications Department, in the Mercator-S company as a corporate communications coordinator. Interests: Public Relations, Internal Communications, Public Affairs, Media, Marketing.

Srđana Taboroši, Department of Management, University of Novi Sad, Technical faculty “Mihajlo Pupin”, Zrenjanin

Srđana Taboroši graduated at the University of Novi Sad, Technical faculty “Mihajlo Pupin”, Zrenjanin. She is a PhD student at University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin, at the study program of Industrial engineering and engineering management. Her basic fields of interest are: organizational behavior, social media and entrepreneurship.

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Published

2024-06-07

How to Cite

Terek Stojanović, E., Kavalić, M., Kovačić, S., Nikolić, M., Vlahović, M., & Taboroši, S. (2024). Leadership in Organizations and the PR Department Work Quality. Management:Journal of Sustainable Business and Management Solutions in Emerging Economies. https://doi.org/10.7595/management.fon.2024.0001

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