The Global Study and Leadership in the Future

Abstract

This chapter discusses the themes and their implications, and takes a look at future leaders in public relations. It presents implications of the study for practice, education, and future research. The national and cultural comparisons are fraught with problems. If the profession is serious about trying to improve overall leadership in public relations and communication management, then we believe there are some important considerations and steps to take in each of these arenas. University public relations education programs are a growth industry, though program contents and requirements range widely from technical-practical concentrations to theory-heavy orientations. The global study provides a baseline of data regarding leadership dimensions, development needs, key issues and strategies in the field, self-perceptions about a variety of topics, insights about future leaders, and the influences of culture and structure on leaders' roles and responsibilities. The success of global corporations increasingly relies on their ability to transfer competitive communication strategies to local subsidiaries.