Leadership is an inherent characteristic of public relations when it is practiced to its optimum level. This is analogous with two-way symmetrical communication. Here are ten elements of what makes for effective leadership in business/public relations.

A discussion of two-way symmetrical communication. It provides a model that works on both a practical and aspirational level. Organisations that apply the notion of two-way symmetrical communication will, I believe:
• enjoy more mutually beneficial , sustainable and commercially satisfying relationships with their stakeholders
• make a more significant and worthwhile contribution to society
• have more committed employees who are stronger organisational advocates.