Preliminary communication
https://doi.org/10.47960/2712-0457.2026.1.8.102
STRATEGIC COMMUNICATION AND LEADER CONFLICT IN THE DIGITAL ENVIRONMENT: A CASE ANALYSIS OF MUSK - O’LEARY (RYANAIR)
Antonia Tomaš
; University North, Koprivnica, Croatia
*
Iva Rosanda Žigo
; University North, Koprivnica, Croatia
Vladimir Vegar
; University of Mostar, Mostar, Bosnia and Herzegovina
* Corresponding author.
Abstract
In the contemporary digital and media environment, leaders’ public communication has become a central element of strategic public relations and organizational reputation management. This paper analyses the public communication conflict between Elon Musk and Michael O’Leary, triggered by disagreements regarding the potential implementation of Starlink satellite internet in Ryanair’s aircraft fleet, which evolved into a globally mediated event. The research problem addresses the insufficiently explored role of leader conflict as a potential communication resource in contemporary public relations practice. The study aims to examine how public communication conflicts between leaders can be strategically leveraged to enhance brand visibility and differentiation, and to explore their implications for reputation management. Methodologically, the study is based on a qualitative single-case analysis, including the examination of leaders’ public statements, media coverage, and market reactions. The findings indicate that public communication conflict, when aligned with brand identity and leadership communication style, does not necessarily produce negative reputational outcomes; instead, it may strengthen brand recognition and generate short-term positive business effects.
Keywords
strategic communication; public relations; conflict; leaders; reputation; brand voice.
Hrčak ID:
352213
URI
Publication date:
30.6.2026.
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