Portal de Periódicos da CAPES

Leadership and Gender in Public Relations: Perceived Effectiveness of Transformational and Transactional Leadership Styles

2004; Taylor & Francis; Volume: 16; Issue: 2 Linguagem: Inglês

10.1207/s1532754xjprr1602_2

1532-754X

Linda Aldoory, Elizabeth L. Toth,

Corporate Identity and Reputation

This study used a quantitative survey and qualitative focus groups to examine perceptions of leadership styles, sex differences in these perceptions, and opinions about the gendered nature of leadership in public relations. In summary, the focus group data supported survey results that indicated a strong preference for transformational leadership style over transactional leadership. However, there was also strong evidence for a preference for situational leadership. Findings are interpreted within the frameworks of public relations theory and gender theory.