Abstract:

In an increasing competitive environment, new channels of communication and rapid communication coming from many different channels forced companies to move more proactively, strategically, carefully and visionary in today’s world. In this research, in order to understand profiles and leadership tendencies of public relations practitioners who are currently working in Portugal and Turkey; online semi-structured interviews were conducted with 5 Turkish and 5 Portuguese public relations managers in 10 different companies which employ more than 1.000 people, in different sectors. As a result of the study; the profile of public relations practitioners and their leadership tendencies in Portugal and in Turkey, has a lot of similarities. It is found; Portuguese public relations practitioners have role of problem-solving and communication facilitator; they have leadership tendencies, just as Turkish public relations practitioners. The most striking differences are; age, experience and seniority in the company. Even Portuguese practitioners have less experience in the field or in the company or they are younger; they faster become manager.

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