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عنوان فارسی مقاله:
رهبری و روابط عمومی در دو بازار در حال ظهور: مطالعه تطبیقی مدیریت ارتباطات در لتونی و روسیه
عنوان انگلیسی مقاله:
Leadership and public relations in two emerging markets: A comparative study of communication management in Latvia and Russia
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
4. Findings
4.1. Research question 1: what issues are important to public relations leaders in Latvia and Russia? Dealing with the speed and volume of information flow was rated as the most important issue both in Latvia (32.4%) and Russia (24.8%). The average mean score for this item was higher in Latvia (m = 6.24) than in Russia (m = 5.98). In Latvia the second highest rated issue was being prepared to effectively cope with crises that may arise (m = 6.18, 15.3% respondents). This issue was rated as the third most important issue in Russia with 13% of respondents giving this issue an average mean score of 6.02, lower than in Latvia. Improving employee engagement and commitment in the workplace were the top third and forth issues in Latvia and Russia respectively. In Latvia 12.6% of respondents gave this issue a mean score of 5.7, whereas 10.7% of their Russian counterparts assigned this issue a higher mean score of 6.02. The third most important issue in Russia was also concerned with the cultivation of human resources. In this country finding, developing and retaining highly talented communication professionals was ascribed a mean score of 6.08 (17.2%). This issue was perceived as less significant in Latvia where it was rated as the seventh most important issue. 4.2. Research question 2: what action strategies do Latvian and Russian public relations leaders use to deal with these issues? The top issue both in Latvia and Russia was dealing with the speed and volume of information flow. Public relations practitioners in both countries used similar action strategies to address this issue. Developing new skills and/or improving working processes in public relations units was rated as the most important action strategy in Russia (m = 5.38) and the second most important strategy in Latvia (m = 5.44). The second action strategy used to deal with the speed and volume of information flow in Russia was using new technologies to collect, analyze and distribute news and information faster (m = 5.36). This action strategy was rated as number one in Latvia (m = 5.58). Being prepared to effectively cope with crises that may arise was rated as the second most important issue in Latvia and the third most important issue in Russia. To deal with this issue both Latvian (m = 5.78) and Russian (m = 5.29) respondents developed effective crises communication plans for action. Latvian respondents also implemented effective issues management programs to reduce the risk of crises (m = 5.50), whereas their Russian colleagues used issue scanning and monitoring technologies to identify and track potential problems (m = 5.21). InRussia the secondmostimportantissue was finding, developing and retaining highly talented communication professionals. To address this issue, Russian public relations professionals designed individualized development plans for high potential professionals (m = 5.11) and provided greater autonomy on the job to highly talented individuals (m = 5.05). The issue of improving employee engagement and commitment in the workplace was rated as the third most important issue in Latvia and fourth most important issue in Russia. Latvian respondents dealt with this issue by creating a positive communication climate (m = 5.95), honoring employees through reward and recognition programs (m = 5.63) and increasing accessibility to and visibility of senior leaders (m = 5.63).
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کلمات کلیدی:
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