Rethinking Leadership beyond Hierarchy in Sustainable Communication Contexts

Sustainable communication campaigns are increasingly operating in complex environments. In practice, these projects bring together experts from different fields – strategic, creative, ethical, executive. In turbulent and challenging times, the network expands even further. At the same time, organizations face regulatory pressure, reputational risks and growing public expectations. As a result, communication becomes a space where multiple professional actors need to continuously align perspectives and decisions. These dynamics raise an important question about how leadership functions in complex settings.

Traditional leadership models focus on clearly recognized authority, concentrated influence and individual role. In contrast, complex communication calls for a rethink beyond formal roles and hierarchy.

The analytical design is informed by qualitative, interpretive approach based on semi-structured interviews with communication professionals.

The research perspectives are based on key theoretical pillars - leadership transformation from role to process, shared leadership as a phenomenon and communication as a coordinating mechanism.

The findings highlight that the influence moved between actors, depending on the situation, the type of expertise and the level of risk.

The paper offers theoretical insights into leadership in creative and communication-intensive contexts and provides practical implications for business leaders seeking to foster sustainable communication strategies under conditions of uncertainty.