ABSTRACT
This chapter offers a unique perspective to explore strategies and actions to effectively manage social media and diverse types of crises by looking at the role of public relations leadership and its critical dimensions in social media and crisis management. It highlights the unique influences that various dimensions of public relations leadership can have on the issues-management processes with the hope that the knowledge may inform more refined approaches in managing social media. The leadership has been little explored directly by public relations scholars, it seems likely that the assumption of excellence in public relations has its roots in leadership and organizational studies. The contingency theory focuses on establishing strategic and conflictual relationships between an organization and its publics. The global leadership research project in public relations and communication management is intended to be an important source of assistance to public relations practitioners globally to understand importance of learning, developing, and applying leadership skills in various situations of issues management.
