Abstract:This chapter presents viewpoints of Indian public relations leaders on issues pertinent to the profession in India's transforming environment and offers a qualitative analysis of current leadership an...This chapter presents viewpoints of Indian public relations leaders on issues pertinent to the profession in India's transforming environment and offers a qualitative analysis of current leadership and practice in the region. The chapter is primarily based on data from the interviews. In the 1940s, domestic and multinational companies such as the Tata Group and Unilever began using modern forms of public relations. Since economic liberalization in 1990s, and a corresponding surge in the private sector, there was an explosion of domestic public relations firms in India. Professional training, lack of sufficient talent along with a high turnover rate, issues with measurement of communication effectiveness, and education were weaknesses having an impact on the profession and the industry. Measuring communication effectiveness is a continuing challenge for public relations in India. Meng and Berger conceptualized and validated a concept of excellent public relations leadership with six dimensions: self-dynamics, team collaboration, ethical orientation, relationship building, strategic decision-making capabilities, and communication knowledge management.Read More
Publication Year: 2014
Publication Date: 2014-05-23
Language: en
Type: book-chapter
Indexed In: ['crossref']
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Cited By Count: 4
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