2. About the Study
At a time of considerable uncertainty, the Ketchum Leadership Communication Monitor 2012 is
a response to the global hunger for effective leadership – political, corporate, religious or
community-based.
Ketchum Global Research & Analytics and Ipsos Observer, a worldwide strategic business line
within Ipsos, fielded a survey to 3,759 respondents in 12 markets from December 14, 2011 –
January 10, 2012. These were the United States, United Kingdom, France, Germany, Spain,
Poland, China, Singapore, India, the United Arab Emirates, South Africa and Brazil. The survey
also included an oversample of 1,273 Influencers. “Influencers” are the 10-20% of a population
that lead the way in public opinion.
The Ketchum Leadership Communication Monitor examines attitudes to today’s leadership
around the world and explores the fundamental role of communication in informing and
delivering effective leadership.
The study suggests that even the best leadership is not only impotent if poorly communicated,
but also flawed unless communication guides its development in the first place.
3. Objectives of the Study
This global study starts from the premise that effective leadership is essential to achieving
any of society’s goals – whether in politics, business, spirituality or community-building.
Against this background, it sets out:
1. 2. 3.
To assess how To rank the most To provide practical
today’s leaders and important leadership counsel on a path to
their communication attribute and more effective
are judged communication leadership and
behavior of effective leadership
leaders communication
As such, it will serve as a benchmark to track evolving perception of leaders, what is
expected of them and the required response.
4. Perceptions of Effective Leadership: A Contrast
Effective Leadership in
Effective Leaders: India v/s Global Experiences Economic Crisis
India Global Business leaders 56%
Political leaders 45%
Local community
36%
leaders
Leaders of non-profit
33%
organizations
Sportspeople 29%
Leaders of religious
27%
institutions
Celebrities (film and
21%
music)
5. Business Leaders Top Leadership Stakes
Key Leadership Attributes
Business Sports
Politicians Celebrities Confidence in business leaders among Indians has
Leaders Persons
actually grown in the last one year by 50%
Making tough decisions 47% 35% - -
People are looking forward to clear business vision
Demonstrating an ability and ‘collaborative solutions to challenges, rather
49% - 50% 35%
to show results than going it alone’
Providing a clear overall,
46% 35% - 34%
long-term vision
Confidence Levels in Leaders
India Global
+24%
-11%
6. Industry Leadership:
Some Surprises, Some Expected
Industry Leadership: India v/s Global Perceptions
India Global
• 45% of Indians state banks demonstrate effective leadership as against 32% globally
• Financial services firms are perceived effective among 40% of Indians whereas globally 30% consider them effective
• Knowledge and service sectors of IT, Telecommunications, Banks, Media, Financial Services, Entertainment and Insurance
dominate the top ten slots, both in India as well as globally
• FMCG and alcoholic beverages are the bottom of the rankings
7. Corporate Leadership Perception: Key Attributes
India Global
Quality products / services, customer services and financial strength are key attributes that drive business leadership in India
whereas globally the attributes are trust, employability and quality of products & services
Corporate Social Responsibility, philanthropy and charity rank very low both in India and globally as contributors towards a
leadership perception
8. Leadership Demeanor: Command to Lead
Leadership Style: India v/s Global
India Global
27% of Indians say that a leader who is a one-way authority, defining tasks and roles for others but retaining responsibility for
outcomes is among the best leadership styles (vs. 12% global), whereas other markets favor situational leadership
9. Effective Leadership Attributes: The Indian
Viewpoint
Restoring Confidence Through Effective Leadership India wants its leaders to provide a clearer overall vision
for how economies, businesses and other organizations
can survive
Being open and honest about the nature and scale of
the challenge ahead is also deemed essential
Focus on Results Oriented Behavior (Global Data)
Hidden Drivers Key Drivers
• Provide clear overall, long-term • Making tough decisions
vision • Handling controversial issues or
• Ability to show results crises calmly and confidently
• Ability to delegate responsibility • Bringing out the best in others
• Ability to work with different
personality styles
Relatively Unimportant Table Stakes
• Inspirational rhetoric • Leading by example
• Telling a compelling story about • Admitting mistakes
their organization • Communicating in an open and
transparent way
10. Communication: A Strategic Ally
Communication: Perceived Necessity Levels Leader’s Communication: Driving the Business’ Success
Effective Communication
Investing Intent
44%
Recommending Working at Company
43%
Purchase Intent
43%
Optimal Communication Style for Effective Leadership The Benefit of the Doubt in a Time of Crisis
38%
Uses all three communication styles, adapting them to the particular
situational need
37% of effective leadership is linked to effective
Variety of messages according to each audience's demands, gaining their
commitment to the overall intended direction
communication
25% • There is a distinct relationship between a leader’s
Central message to different audiences, taking particular needs into
account, allowing for alignment of their situation to the central goal ability to communicate and perceptions of that
leader’s effectiveness.
16%
Consistent clear message, giving direction from the center to all audiences • Effective business leader communication has the
21% most impact on intent of investing in the company.
11. Credible Communication Sources
Communication Sources Credibility Weightage TV and print media rank highest on credible media to build
leadership with scores of 41% and 40%
Facebook with a score of 39% is in sharp contrast to global rankings
where it scores low at 16 % score
In-person contact scores 31% in India in a sharp contrast to 50%
globally
Trust in Leaders when Quoted in Media
Distrust Summary Trust Summary
Sports
Non-profit
Business
Religious
Celebrities
Local community
Political
12. About Ketchum Sampark
Ketchum Sampark is India’s leading strategic communication consulting firm with a proven track
record of building leadership positions for corporate and brands across categories.
The firm’s comprehensive public relations and communications services include brand
marketing, corporate communication, employee communications, financial communications,
issues and crisis management, public affairs, and digital marketing.
With over 18 years of experience and seven offices covering more than 80 markets across India,
Ketchum Sampark offers a deep understanding of the cultural, commercial, political and media
characteristics of each regional Indian market.
Ketchum Sampark is an integral part of the Ketchum network. Ketchum ranks among the largest
and most geographically diverse public relations agencies in the world with operations in more
than 70 countries through over 100 offices and affiliates.
Named 2012 Agency of the Year (PRWeek) and the winner of an unprecedented three
consecutive PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver
strategic programming, game-changing creative and measurable results that build brands and
reputations.
13. Thank You
Contact Information
Ketchum Sampark Pvt. Ltd.
Mangalam House
38 Walchand Hirachand Marg
Mumbai-400 001
+91-22-40425550
Email ID: mail@ketchumsampark.com
