Communication directors in Spain have the best qualities of effective leadership

Newsroom

LidGenCom is part of the international research project Women in PR for the European Public Relations Education and Research Association (EUPRERA) and focuses on gender differences in leadership and communication styles, which have been corroborated by previous studies. Skills such as authenticity, adaptation, perseverance, balanced personality, and emotional intelligence are more frequent in women in communication responsibility positions than in men, and are considered essential for effective leadership. In this sense, the characteristics considered feminine have been tested as more effective in leadership.

In Spain, the research has been carried out by the Advanced Communication Studies Group of the Rey Juan Carlos University, under the direction of Ángeles Moreno and Cristina Fuentes-Lara, together with Luisa Alli, vice president of the Association of Communication Managers.

The results of the study in Spain show that there is a relationship between the communication style and the leadership style of Spanish Dircoms, which corroborate research in other countries framed within the prototypical female models.

Most communication directors show a rejection of the authoritarian and hierarchical leadership style. On the contrary, characteristics of a democratic and inclusive leadership style are attributed, such as: empathy, team cohesion, delegating responsibilities to the team, making the team shine, active listening, flexibility, team empowerment, understanding and the importance of communication. However, her employees sometimes would prefer not to have a female boss, due to the high level of demands they place on them.

The communication directives themselves are therefore not considered a role model. The reasons revolve around factors such as job demands, excessive working hours, career ups and downs, and sacrifices made to achieve leadership positions. Although many Spanish companies try to end sexist practices, the office culture is still sometimes a hostile environment for communication leaders. Spanish communication directors show their discontent with the so-called "men's clubs" or strictly male informal circles within organizations. Data analysis reveals that this networking masculine is frequent in organizations where there is a small percentage of female managers, where a stereotypically masculine business culture is entrenched.

Furthermore, in many cases communication directives still have to put up with sexist behaviour, such as jokes in the office. However, it should be noted that progress is being perceived and there are organizations that already have a strict policy of prohibiting jokes or comments of a sexist nature. Cristina Fuentes and Ángeles Moreno, co-directors of the study, explain: "The work environment where workers carry out their activity can become a hostile environment, which blocks the person's ability to promote themselves and the development of their skills or, on the contrary, a environment that favors the development of workers and leaders with different profiles”.

The executive report of the study can be consulted free of charge at: https://latincommunicationmonitor.com/lidgencom/

How is a PR LEADER in Spain in 5 tips:

1. They practice mixed communication styles: direct and clear communication + empathic communication.

2. They prefer inclusive and democratic leadership styles.

3. They make great sacrifices to achieve and maintain leadership positions.

4. Extreme demand due to external questioning and the need to justify their leadership.

5. They experience situations of discrimination in their companies with predominantly male cultures.