Ketchum Leadership Communication MonitorMarch 2012

BRAZIL SUMMARY

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The Ketchum Leadership Communication Monitor: Background

At a time of considerable uncertainty, Ketchum’s 2012 Leadership Communication Monitor study is a response to the global hunger for effective leadership – political, corporate, religious or community-based.

The report was informed by the fact that even the best leadership is impotent if poorly communicated, but also flawed unless communication guides its development in the first place. The study found that effective leadership and effective communication are, indeed, inextricably linked.

This study examines attitudes to today’s leadership around the world and explores the fundamental role of communication in informing and delivering that leadership.

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The Ketchum Leadership Communication Monitor: Objectives

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

2. To rank the most important leadership attributes and communication behaviours of effective leaders

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

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

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Methodology

Markets: N=

• US 319

• UK 308

• France 310

• Germany 315

• Spain 321

• Poland 309

• China 327

• Singapore 309

• India 293

• UAE 312

• South Africa 320

• Brazil 316

Ketchum Global Research & Analytics and IPSOS fielded a 10 minute online

survey of a representative general public sample of 3,759 total

respondents in 12 markets from December 14 2011 – January 10, 2012. The global margin of error is +/- 1.6%,

local margin of error is +/-6%.

Final data for each market were weighted by market specific

demographic profiles including gender, age, region, race and income, where

applicable

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EXECUTIVE SUMMARY: GLOBAL PERSPECTIVE

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Global Headline Findings – Leaders Are Falling Short1. Leadership is lacking across the globe regardless of leader category. Leaders are not living up to

what is expected of them, with a sizable gap between expectation and delivery.

2. On aggregate, citizens have less confidence that their leaders will perform well in 2012 that they did in 2011.

3. Despite poor perceptions of leadership and widespread pessimism about improvements this year, there remains a strong expectation of business and political leaders, in particular, to navigate the world through troubled waters.

4. Political leaders see the largest gap between a widespread perceptions of poor leadership and sky-high expectations of effective leadership from them in challenging times.

5. Globally, business figures are perceived as the most effective leaders and communicators, although only one-third feel they demonstrate effective leadership.

6. Knowledge-intensive sectors such as technology, media and telecommunications come out on top in terms of leadership, with banking scoring better than expected in fourth place.

7. With the exception of business leaders, no leadership category scores above 40% as effective communicators – and yet 9 in 10 view strong communication as extremely important to effective leadership.

8. Perceptions of leadership vary greatly across the world – but are consistently lower in Europe and the United States. Relatively speaking, China, Brazil, India and the United Arab Emirates rated their leaders considerably higher than the United Kingdom, Germany, France, Spain, Poland and US.

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Global Headline Findings – A Blueprint for Effective Leadership

9. People are looking for honest, straight-talking action, with tough decision-making, leading by example and calm crisis-handling topping the list of leadership behaviours – and trumping vision and rhetoric alone.

10. Clear, consistent communication, bringing the best out in others, working with different personality styles and a willingness to admit mistakes are almost as critical – backed by a flexible, adaptable leadership and communication style.

11. A direct correlation exists between effective business leader communication and desired stakeholder behaviors impacting the bottom line. The key areas for business leaders to communicate personally are crisis response, financial results and the state of the business.

12. Trustworthiness is the leading source of credibility for companies. To restore confidence in 2012, the number one action global citizens believe leaders should take is being open and honest about the challenges ahead – rather than hiding the full picture.

13. A leader’s personal presence and involvement is all-important in establishing leadership credibility.

14. As a result, in-person communication and speech-making are the leading sources of credible leadership, followed by broadcast and then traditional print media. Advertising, social media and other digital platforms, for now, have far less credibility for establishing effective leadership.

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Brazil SummaryIn Brazil, business leaders top the charts in effectiveness across the board.• Over half of Brazilians say that business leaders are the most effective leaders in their country (58%). • 70% of Brazilians most trust business leaders when quoted in the media, followed by sportspeople (66).• More than any other type of leader, Brazilians have the most confidence in business leaders to navigate

through difficult times (66%).

Compared to the global average, Brazilian sportspeople are rated as more effective than politicians.• Only 17% say politicians demonstrate effective leadership (vs. 25% global) while one-third (33%) state the

same for sports figures (23% global).• 14% of Brazilians have more confidence in political leaders now than a year ago to navigate through

troubling times (vs. 23% global) and 16% trust them when quoted in the media (vs. 31% global).

Brazilians find tech and media industries more effective leaders than global counterparts.• 59% of Brazilians say that the technology industry is the most effective at showing leadership qualities (vs.

44% global), followed by the media (52% vs. 39% global).

Environmental issues top of mind when considering leadership effectiveness, more so than other markets.• Almost one-third say its important for a business leader to personally communicate about environmental

matters (29% vs. 22% global) and one of the most important attributes affecting a company’s leadership is environmental responsibility (39% vs. 28% global).

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LEADERS ARE FALLING SHORT

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PoorB3B (0-2)

ExcellentT3B (8-10)

Series1

17%

23%

25%

29%

33%

34%

44%

Series129%

16%

12%

10%

11%

17%

7%

Demonstrate Effective Leadership:

Perceptions of Effective Leadership• Business and leaders, as well as sportspeople stand out for effective leadership.

• Politicians notably lag other leader categories, with larger numbers rating them poor vs. excellent.

Q1. To what extent does each of the following categories of leader demonstrate effective leadership?

Types of LeadersNet

+37%

+17%

+22%

+19%

+13%

+7%

-12%

Business

Religious

Sportspeople

Non-profit

Local community

Celebrities

Political

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Leader Performance in 2011

Business leaders

Sportspeople Political leaders

Leaders of religious

institutions

Celebrities (film and

music)

Leaders of non-profit organiza-

tions

Local com-munity leaders

None of the above

0%

10%

20%

30%

40%

50%

60%

70%60%

39%

31% 30% 29% 28%

17%

6%

58%

40%

27%32%

23%27%

19%

9%

InternationalDomestic

Type of Leader

Mos

t Effe

ctive

Lea

ders

hip

Q13. Looking back at 2011, which three categories of leader best demonstrated effective leadership internationally over the past year? Select up to 3.

Q14. Looking back at 2011, which three categories of leader best demonstrated effective leadership domestically over the past year? Select up to 3.

• Brazilians feel that over the past year business leaders have significantly outperformed all other leader types both internationally and domestically.

• Less than one-tenth of Brazilians feel that no leader demonstrated effective leadership in the past year, a number notably lower than most other markets.

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Expected vs. Perceived Leadership Behavior

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Expectation Political Local Community Business Religious

Non profit Celebs Sports

Q3/4. Listed below are specific behaviors often seen as being characteristic of effective leaders. When it comes to being an effective leader, how important is it to demonstrate each of the following characteristics or behaviors? Please use a scale where 0 is not at all important and 10 is extremely important. How does each leader type perform on attributes?

Top3Box (8-10 rating)

Expectation of performance

Perceived performance

• Business leaders come the closest to meeting expectations in Brazil, especially on ability to show results and making tough decisions.

• Non-profit leaders also tend to outperform other leader categories on most attributes of leadership.

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Extent which Leaders Demonstrate Leadership Behavior

Type of Leader

Demonstrates well (8-10) Business Political Religious Non profit Local community Celebs Sports

Making tough decisions 64% - - - 41% - 46%

Demonstrating an ability to show results 64% - - 52% 40% - 54%

Providing a clear overall, long-term vision - - - - - - -

Handling controversial issues calmly and confidently - 36% - - - - -

Using inspirational rhetoric - 37% 49% - - 37% -

Telling a compelling story about organization - 34% 51% - - - -

Bringing out the best in others - - 48% 54% - - -

Leading by example - - - - - - 51%

Communicating in an open and transparent way - - - 54% 42% 38% -

Ability to work with different personality styles 56% - - - - 41% -

Ability to delegate responsibility - - - - - - -

Admitting mistakes - - - - - - -

Q4. Now, thinking about those same characteristics, please tell us you how well you feel each of the following demonstrates each characteristic or behavior. Please use a scale where 0 is does not demonstrate at all and 10 is demonstrates completely

Top three leadership behaviors that leader categories exhibit:

Business leaders rate highest on specific attributes of leadership, followed by sports and non-profit leaders.

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Confidence in Leaders Now vs. Year Ago

Series1

14%

22%

26%

28%

31%

33%

39%Business

Non-profit

Sportspeople

Local community

Religious

Celebrities

Political Series155%

24%

30%

25%

19%

19%

11%

Types of International Leaders

More Confidence

Less Confidence

Level of Confidence in Leaders Now Compared to 2011:

Net

+28%

+14%

+12%

+3%

-4%

-2%

-41%

• Brazilians have more confidence in international business, non-profit and sports leaders this than they did last year.

• There is a large gap in confidence of politicians, more than half of Brazilians have less confidence in politicians than they did last year.

• Confidence ratings in domestic leaders are similar to the international data.

Q17. Do you have more, less or the same confidence today as you did a year ago in the ability of the following categories of leader to navigate the world through difficult economic times internationally?:

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Leaders Navigating through Difficult Economic Times

Q16. How important will effective leadership from each of the following be in terms of navigating through difficult economic times?

Business leaders 66%

Political leaders 61%

Local community leaders 36%

Leaders of non-profit organizations 36%

Leaders of religious institutions 34%

Sportspeople 26%

Celebrities (film and music) 22%

Very important in terms of navigating through difficult economic times:

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Importance of Communication to Leadership

87% of the Brazilians

say communication is important to

great leadership59% give effective

communication a 10-out-of-10,

the highest possible rating of importance

Q8. Generally speaking, how important is effective communication to great leadership?

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Effective Communication by Leader Type

64% 54% 46% 45% 44% 43% 40%

Overall, Singaporeans consider notable proportions of leaders effective communicators. Business and religious leaders are seen as the most effective communicators.

Q9. Now, thinking about each of the following categories, how effective is each category of leader in communicating?

Type of Leader

Effec

tive

Com

mun

icat

ors

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• 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.

Business Leader Communication Closely Tied to Perceptions of Leadership (Global Data)

Effective Communication

Investing Intent44%

Recommending Working at Company43%

Purchase Intent43%

The Benefit of the Doubt in a Time of Crisis38%

Strength of Correlation 0-20% low21-30% med-low31-40% medium41-50% med-high51-60% high

50% of effective leadership is linked to effective communication

Q1. To what extent does each of the following categories of leader demonstrate effective leadership?Q5. For business organizations, on a scale of 0 to 10, where 0 is not at all important, and 10 is extremely important, how important is your perception of company’s leader and leadership when it comes to……..

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Leadership by Industry

Industries demonstrating very effective leadership:

Q2. To what extent does each of the following industries demonstrate effective leadership?

Technology 59%Media 52%

Automotive 47%Telecommunications 45%

Banks 44%Food and beverage 43%Financial services 41%

Entertainment 41%Biotech 40%Energy 39%

Pharmaceuticals 37%Retail 31%

Transportation and logistics 31%Over-the-counter personal health care products 31%

Consumer packaged goods 31%Insurance 29%

Brewing and spirits 29%

Technology and media companies are seen as the most effective types of leaders.

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A BLUEPRINT FOR EFFECTIVE LEADERSHIP

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Approach to Identifying Drivers of LeadershipTo identify the characteristics and behaviors that matter most to the public’s perception of leaders, we employed a statistical analysis to link overall perceptions of leaders and specific leadership characteristics and behaviors. To determine what matters most, we bucketed results four distinct categories described below.

Hidden DriversThings that people don’t explicitly state as being

important, but are highly correlated to perception that a leader is effective.

Key DriversThings people say are important to effective

leadership and are highly correlated to perception that a leader is effective.

Relatively UnimportantBenefits that are not important in shaping people’s perception of effective leadership

Table StakesThings people see as “must haves” for a an

individual to even be considered an effective leader. These items are often considered

table stakes, but do not drive perceptions of effective leadership.

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Leaders Should Focus on Results-Driven Behaviors (Global Data)

• Numerous attributes are key drivers of leadership effectiveness. Behaviors considered especially important to leadership effectiveness concern keeping a level head in times of stress, such as making tough decisions and handling crises calmly and confidently.

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

Q3/4. Listed below are specific behaviors often seen as being characteristic of effective leaders. When it comes to being an effective leader, how important is it to demonstrate each of the following characteristics or behaviors? Please use a scale where 0 is not at all important and 10 is extremely important. How does each leader type perform on attributes?

Q1. To what extent does each of the following categories of leader demonstrate effective leadership?

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Areas for Business Leaders to Personally Communicate

Most important areas for business leaders to personally communicate:

Q12. Which of the following areas of a company are most important for a business leader to be personally involved in communicating?

Crisis response 50%

Financial results 49%

General state of business 39%

News and information related to employee matters 33%

Marketing products and services 32%

Governance policies 30%

Environmental matters/issues 29%

Acquisitions or changes in company structure 13%

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Brazilians want leaders to be open and honest about the challenges ahead and provide clear visions for survival, based on seeking collaborative solutions.

Honesty Most Important in Restoring Confidence

Series1 18%

40%

40%

46%

49%

56%Be open and honest about the nature and scale of the challenge ahead

Seek collaborative solutions to challenges, rather than going it alone

Provide a clearer overall vision for how economies, businesses and other organizations can survive

Listen and consult more to help find elusive solutions

Focus less on overall vision and rhetoric, and more on clear plans of action

Be cautious about spelling out challenges and worst cases, for fear of damaging already fragile confidence

Q15. What do you believe leaders need to do in 2012 to restore confidence during challenging economic times? Select up to 3.

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Optimal Leadership Style

10%

10%

12%

25%

43%

The Listener: Leader gets input from followers,

then defines tasks and roles, retaining

responsibility for outcomes

The Delegator: Leader works with followers to define tasks and roles,

then delegates responsibility to followers

The Director: One-way authority, where leader defines tasks and

roles for others, but retains responsibility for outcomes

The Situational Leader:

Leader uses all of the above, adjusting the behavior to the best

outcome for the situation

The Partner: Leader and followers work together to define roles and to

assign responsibilities

Q6. Which option best describes the leadership style of an effective leader?

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Optimal Leaders Communication Style

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

31%

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

30%Variety of messages according to each

audience's demands, gaining their commitment to the overall intended direction

13%

Central message to different audiences, taking particular needs into account,

allowing for alignment of their situation to the central goal

26%

Q7. Which option best describes the optimal communications style of an effective leader?

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Corporate Leadership Attributes

AttributesRated among top

five most important

Quality products/services - 42%Customer service 41%

Environmental responsibility 39%Trustworthy 38%

Respect 36%A good place to work 33%

Ethical business practices 33%Corporate social responsibility 31%

Innovative 30%Quality of management 29%

Financial strength 21%Commitment to communities 20%

Customer-focused 19%Diversity 18%

Philanthropic/Charitable 12%

Most important attributes for a company to be described as a leader:

Q19. Listed below are some attributes that might be used to describe a company. For a company to be considered a leader, how important would it be for it to demonstrate the following attributes? Select up to five (5).

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Credible Communication SourcesSources View as credible

In-person contact 52%

Print media 47%

Word-of-mouth 45%

Financial publications/analysts 40%

Televised Speech 34%

Press Releases 31%Advertising/Commercials 29%

Company Website 28%

Broadcast media 24%

Other social media platforms 20%

Online media/blogs 19%

Facebook 18%

Twitter 11%

Brochures 11%

Web chats 8%

Most credible communication sources include both verbal and written

communications and word of mouth.

The least effective communication tactics include social media platforms.

Q10. When forming your opinions about leaders and leadership, which of the below sources do you view as credible? Please select up to 5.

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Trust in Leaders when Quoted in Media• Most leaders are generally trusted when quoted in media, especially business, sports and leaders.

• Politicians face a huge trust gap when it comes to media as a communications vehicle.

Series1 16%

47%

48%

53%

60%

66%

70%Business

Sportspeople

Non-profit

Local community

Religious

Celebrities

Political Series184%

53%

52%

47%

40%

34%

30%

Types of Leaders Trust SummaryDistrust Summary

Q11. When you see each of the following leaders quoted in the media do you find them completely untrustworthy, somewhat untrustworthy, somewhat trustworthy or completely trustworthy?

Level of trust when quoted in media:Net

+40%

+32%

+20%

+6%

-4%

-6%

-68%

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Brazil DemographicsAge Total

18-24 18%

25-34 24%

35-44 20%

45-54 16%

55-64 11%

65+ 10%

48%52%

Gender

Males

Females

Region Total

North 7%

Northeast 27%

Southeast 44%

South 15%

Midwest 7%

Ketchum Leadership Communication MonitorFebruary 2012

BRAZIL SUMMARY