KETCHUM LEADERSHIP COMMUNICATION MONITOR 2012 INDIA STUDY

Leadership, Attributes & Medium

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.

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:

As such, it will serve as a benchmark to track evolving perception of leaders, what is expected of them and the required response.

1. To assess how today’s leaders and their communication are judged

2. To rank the most important leadership attribute and communication behavior of effective leaders

3. To provide practical counsel on a path to more effective leadership and leadership communication

Perceptions of Effective Leadership: A Contrast

India Global

Effective Leadership in Economic Crisis

Business leaders 56%

Political leaders 45%

Local community leaders

36%

Leaders of non-profit organizations

33%

Sportspeople 29%

Leaders of religious institutions

27%

Celebrities (film and music)

21%

Effective Leaders: India v/s Global Experiences

Business Leaders Top Leadership Stakes

Confidence in business leaders among Indians has actually grown in the last one year by 50%

People are looking forward to clear business vision and ‘collaborative solutions to challenges, rather than going it alone’

Business Leaders

Politicians Sports Persons

Celebrities

Making tough decisions 47% 35% - -

Demonstrating an ability to show results

49% - 50% 35%

Providing a clear overall, long-term vision

46% 35% - 34%

Key Leadership Attributes

India Global

Confidence Levels in Leaders

+24%

-11%

Industry Leadership: Some Surprises, Some Expected

• 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

Industry Leadership: India v/s Global Perceptions

India Global

Corporate Leadership Perception: Key Attributes

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

India Global

Leadership Demeanor: Command to Lead

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

Leadership Style: India v/s Global

Effective Leadership Attributes: The Indian Viewpoint

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

• Provide clear overall, long-term vision

• Ability to show results

• Ability to delegate responsibility

Key Drivers

• Making tough decisions

• Handling controversial issues or crises calmly and confidently

• Bringing out the best in others

• Ability to work with different personality styles

Relatively Unimportant

• Inspirational rhetoric

• Telling a compelling story about their organization

Table Stakes

• Leading by example

• Admitting mistakes

• Communicating in an open and transparent way

Restoring Confidence Through Effective Leadership

Communication: A Strategic Ally

Uses all three communication styles, adapting them to the particular situational need

37% Variety of messages according to each audience's demands, gaining their commitment to the overall intended direction

25% Central message to different audiences, taking particular needs into account, allowing for alignment of their situation to the central goal

16%

Consistent clear message, giving direction from the center to all audiences

21%

Communication: Perceived Necessity Levels Leader’s Communication: Driving the Business’ Success

Effective Communication

Investing Intent 44%

Recommending Working at Company 43%

Purchase Intent 43%

The Benefit of the Doubt in a Time of Crisis 38%

• There is a distinct relationship between a leader’s ability to communicate and perceptions of that leader’s effectiveness.

• Effective business leader communication has the most impact on intent of investing in the company.

of effective leadership is linked to effective communication

Optimal Communication Style for Effective Leadership

Credible Communication Sources

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

Communication Sources Credibility Weightage

Sports

Non-profit

Business

Religious

Celebrities

Local community

Political

Trust Summary Distrust Summary

Trust in Leaders when Quoted in Media

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.

Contact Information Ketchum Sampark Pvt. Ltd. Mangalam House 38 Walchand Hirachand Marg Mumbai-400 001 +91-22-40425550 Email ID: mail@ketchumsampark.com

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