Iya Todorova Petkova – Gourbalova
Sofia University “St. Kliment Ohridski”, FEBA
Abstract: Leadership, as a process and social phenomenon, brings together people around a common goal. The leader empowers and guides followers to create added value for all stakeholders. Research on leadership, its formative elements, as well as its results, are dictated by the current interest in effective management and leadership. There is a strong interest in exploring communication as a factor for successful leadership. Leaders in their desire to be successful are also trying to be good communicators. Communication is perceived as a core management competence by both leaders and followers. With new technology advancing, it is necessary to rewrite the established leadership models that are built mainly on traditional forms of communication. New forms of communication impose a new type of leadership.
Keywords: leadership, communication, leadership communication, transformational leadership.
Rhetoric and Communications Journal, Issue 40, July 2019