ABSTRACT
This chapter discusses how public relations leaders behave. It links to Chapter 5 which touched on the subject of roles, which will be developed more here. It also leads on from Chapter 3 on leadership. Our belief is that behaviours, along with skills and knowledge lie at the heart of professional credibility. Indeed, there is an argument that behaviours are even more important than knowledge and skills. We know quite senior leaders whose knowledge and skills appear flaky, but they certainly know how to behave and what language to use in senior circles.
