Sustainable Leadership Practices in Public Relations: A Study on TED Leadership Talks

Abstract

TED is a conference where leaders with different interests share their experiences. That conferences are held several times a year. Leaders contribute to their leadership skills by exchanging information at these conferences. In this research it is aimed to examine TED's talks according to public relations leadership models within the framework of the concept of sustainable leadership. The research is essential in terms of revealing the leadership models and sustainable leadership roles in leadership speeches. In this context, the research sample consists of three speeches that received the most attention. Content and discourse analysis were used together as a research method. TED's leadership speech content was first classified by the content analysis method in version 20.2.2 of the Maxqda program. Then, the obtained categories were also analyzed by the discourse analysis method. In this context, charismatic leadership, visionary leadership, and success-based leadership models were mentioned in leadership speeches. Leaders' ability to change the world, being strong, reliable/transparent, and being open to learning were highlighted in the speech content. It has been seen that leadership roles and perceptions shape macro discourse in TED's leadership speeches. In this context, it has been determined that the macro discourses mentioned are formed through the role of the leader to unite his followers around a belief or purpose, to foresee change, to provide consultancy, to create innovation, and to manage the masses. While micro-discourse was shaped around everyday language, establishing causality and reference connections in speech rhetoric drew attention.