Asking the right questions,involving the right people

Understanding to what or whom corporate communications leaders feel responsible is important in this age of rapid technological and economic change. A fast‐changing world demands self‐awareness among its leaders, particularly those who manage communications in an increasingly transparent environment. This study takes an in‐depth look at how senior practitioners in one of the most traditional leadership roles in public relations—the corporate communications leader—define responsibility and do work that is excellent in quality, socially responsible, and personally meaningful. This study is modeled after the GoodWork® protocol, initiated in 1996 by psychologist Howard Gardner and colleagues, employing Q‐sorts, personal diaries, and semistructured interviews with a purposive sample. “Asking the right questions and involving the right people” emerged as a working definition of personal responsibility, and themes of honesty/integrity, life balance, and relationships also surfaced as influential in defining what personal responsibility means in communications leadership.