Strengthening Identity: The Impact of Upward Social Comparisons on the Leadership of Women CCOs

ABSTRACT

Adopting social comparison theory (SCT), this study explores how upward social comparisons to equivalent or higher-ranked leaders influences the leadership styles of women Chief Communication Officers (CCOs). An in-depth interview methodology is utilized to learn from 15 women who currently serve or have recently served as a CCO. From these interviews, it was determined these women are using comparisons to other similar executive public relations leaders as informal sources to effectively evaluate, improve, and enhance their leadership. Theoretical and practical implications for women and leadership in public relations are also discussed.

KEYWORDS:

• Chief communication officers
• interview methodology
• leadership styles
• social comparison theory
• women and leadership

Disclosure statement

No potential conflict of interest was reported by the author(s).