Leaders from business, political and religious life are falling desperately short of expectations around the world – with Europeans and Americans the most disillusioned according to a 12-country survey by global communications firm Ketchum. More people globally believe leadership will actually get worse in 2012. Quite startling the report found a 28% gap between expectations of leaders and their delivery against those expectations

The study reveals leadership credibility in 2012 and beyond requires a combination of decisive action and honest, transparent communication – most effectively achieved through a leader’s personal presence and involvement.

“Our study reveals for the first time the full extent of the world’s disappointment with its leaders across every category of human endeavor,” said Rod Cartwright, Director of Ketchum’s Global Corporate Practice. “What is clear is that effective leadership and effective communication are inextricably linked

Perhaps unexpectedly, the Ketchum Leadership Communication Monitor found that business leaders were seen as the most effective over the past year – beating politicians, not-for-profit bosses and even religious leaders. More than a third of respondents said they were more confident in business leaders than a year ago, with 36% viewing business as providing effective leadership (receiving an “excellent” rating of 8 or above on a scale of 0-10) and 48% seeing them as effective communicators.

This compared with just 25% of politicians and religious leaders, who achieved the same “excellent” rating. Although expectations of politicians to provide effective leadership in difficult times were higher than any other group (63%), they suffered the lowest vote of confidence, with 47% expecting worse political leadership in 2012.

Within the business community, knowledge-based industries were perceived as having the most effective bosses. Ranked highest on leadership effectiveness was technology, with a 44% approval rating, followed by media (39%) and telecommunications (36%). Banking chiefs came in fourth overall in the poll worldwide with 32%. The energy sector and financial services leaders were ranked fifth (31%) and sixth (30%) respectively. Consumer business leaders lagged far behind on leadership, with consumer packaged goods placed lowest at 20%.

Perhaps most significant for the business community, the research underlines a direct link between positive perceptions of leadership and business-critical decisions such as a willingness to buy stock, goods and services or recommend working at a company. This explains crisis response being seen as the most important area for business leaders to communicate personally (53%), followed by financial results (48%) and the state of the business (40%).

Clear, transparent communication topped the table of key leadership behaviors. For 84%, effective communication is extremely important to strong leadership, while 48% rated it as the number one factor. However, action matters – with tough decision-making, leading by example and calm crisis-handling following immediately behind.

The study also revealed that globally, the number one action leaders should take to restore confidence in 2012 is to be open and honest about the nature and scale of the challenge ahead (57% US; 52% Europe vs. 43% China). By contrast, only 17% indicated a preference for leaders to spare them the full picture to avoid panic.

Trustworthiness was seen as the number one source of leadership credibility for corporations, placed above quality of management and financial strength. In order to win that trust, the report found that the personal “presence” and involvement of a leader in communicating was vital. As a result, communication via face-to-face and traditional media left social media trailing. Face-to-face contact provided the greatest source of leadership credibility (50%), followed by televised speeches (43%), broadcast media (41%) and print media (38%). Digital platforms and social media were well off pace, with blogs at 20%, Facebook at 16%, advertising at 13% and Twitter at just 8%.

Cartwright said: “It is clear that mainstream media still carries a great deal of credibility. When it comes to digital and social media, the message is that most people don’t believe that the leader is actually involved. This doesn’t mean we should conclude that these channels are redundant as a vehicle for establishing credible leadership – quite the contrary. Rather, it underlines the absolute imperative of making the ‘presence’ of the leader shine through.”

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One year after the “Arab spring”, the southern shores of the Mediterranean remain unstable and fragile. For European people, the current situation means that they will now have to change their approach to take due account of the four challenges that the countries of the Maghreb must face.

The first of these is the economic and social challenge. Unless we meet expectations expressed, political reforms will not be sufficient. The question of how to use and draw up a new development model must be at the heart of the leaders’ concerns. Though Morocco undoubtedly has the most offensive strategy, the Tunisian economy is now fragmented and Algeria has a rentier economy characterised by closure.

Only a response to this first challenge will overcome the challenge of democratisation. Though revolutions have brought a return to aspirations for change by the populations, the results of elections are cause for concern. However, the reality principle must be imposed on everyone. Everything is working to reinforce the democratic framework and the new teams should not be demonised – we should give them the powers they need, work with them and judge them by their actions.

Economic and social developments will also help confront the security challenge. Al Qaida, which has sought to use aggressive tactics, has not as yet reaped any major successes in the Maghreb. Another risk has to do with the increasing insecurity in the Sahel, under the dual effect of terrorist groups establishing bases there and the repercussions of the war in Libya.

There will not be any progress without a real desire to face up to the cooperation challenge. The “Arab spring” should be an opportunity to determine the need for regional integration. However, any improvement could be compromised if the conflict in the Western Sahara is not settled, despite the independence proposal tabled by Morocco in 2007, the most credible and most realistic solution. Europeans have, in all instances, nothing to lose by relying on initiatives moving towards maximum synergy.

The report was presented in Brussels at the Second Meeting on Sustainable Security in the Maghreb on Thursday 16 February 2012. For further information, visit http://www.institut-thomas-more.org and http://securitedurable.com.

Image Courtesy of   http://www.flickr.com/photos/piaser/

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2012 looks set to be the best year yet as the European Commission offers new thinking and support to quit smoking with their innovative campaign, “Ex-Smokers are Unstoppable.”

A New Year is a new start – and the European Commission is dedicated to helping smokers across the European Union to become unstoppable; finally stopping smoking and enjoying a better life. According to a recent survey, nearly 80 percent of people who make New Year’s resolutions will fail to stick to them, as many lose motivation and focus instead on the downside of not achieving their goals.

Uniquely, “Ex-smokers are Unstoppable” offers an inspiring and motivating approach to quitting smoking, inviting smokers to think again about the benefits of giving up cigarettes, which include better health, better social interaction, more money, and of course, a better quality of life.

In less than half a year, over 150,000 smokers in the European Union have registered with the European Commission’s innovative digital tool iCoach, launched in June 2011. This step-by-step personalized support tool has already helped thousands of smokers across the EU to quit and aims to support thousands more to achieve their New Year’s resolutions and become unstoppable ex-smokers in 2012.

iCoach offers:

- Personalized tips and advice to support smokers to kick the habit

- Regular emails to provide support at every step of the journey to a smoke-free life

- A forum to allow smokers to support each other and share their own inspiring stories

- Graphs showing the user’s progress towards their end goal: Becoming an unstoppable ex-smoker

“I am delighted that “Ex-Smokers are Unstoppable” has helped 150,000 smokers so far,” said Commissioner Dalli. “We look forward to supporting many more thousands of smokers to achieve their goal of a smoke-free life in 2012.

As we enter this new year, there is an opportunity to make 2012 the best year it can be as the “Ex-smokers are Unstoppable” campaign will be even bigger and better. I gave up smoking myself some years ago, and I really understand just how great it feels to be an ex-smoker.”

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