Business Leaders top the Leadership Tables

Business Leaders top the Leadership Tables

MUMBAI, June 12, 2012/PRNewswire/ --

Ketchum's 2012 Leadership Communication Monitor Brings out Interesting Findings such
as:-



. IT and Telecom Sectors Demonstrate More Effective Leadership Compared to Other
Sectors



. Sportspeople and Celebrities Rank Higher Than Religious and Political Leaders in
India



. TV and Print Media Rank Highest on Credible Media to Build Leadership, With Facebook
Marginally Behind on Credibility Scores



Indian business leaders are perceived as the most effective leaders in the country
across categories covering politics, business, sports, religious and community as per the
Ketchum's 2012 Leadership Communication Monitorstudy.



As per the findings of Ketchum's 2012 Leadership Communication Monitor, business
leaders are seen as the most effective with 41% of Indians rating business leadership as
excellent. This is in line with global trends which rank business people as the most
effective leaders.



However, Indians are dramatically different when it comes to ranking their
sportspeople and celebrities as effective leaders. Surprisingly, sportspeople and
celebrities rank even higher than religious and political leaders in India! Sportspeople
rank high at no. 2 with 37% Indians rating them as excellent leaders. In contrast,
globally sportspeople rank down at no 5 with just 23% ranking them as effective leaders.



The contrast is even sharper with celebrities ranking no. 4 in India with a 28% score
compared to the global rankings that pushes celebrities down to the bottom of the charts.
Politicians, in fact, rank lowest in India with a score of just 21%.



Despite a slowing economy and dipping corporate performances in the last one year,
confidence in business leaders among Indians has actually grown with 50% indicating they
are more confident now than a year back. In sharp contrast, politicians have lost in
confidence with lesser number of Indians now confident in political leadership.



According to Mr. Ajay Sharma, Managing Partner, Ketchum Sampark Pvt. Ltd, "At a time
of considerable uncertainty, Ketchum Sampark 2012 Leadership Communication Monitor study
is a response to the hunger for effective leadership - political, corporate, religious or
community-based. This study examines attitudes to today's leadership in India and explores
the fundamental role of communication in informing and delivering that leadership."



He further added, "One of the important take-away from the study is that people seem
to have more confidence in business leaders v/s policy makers to help the country through
difficult times."



Within the business community, knowledge-based industries were perceived as having the
most effective bosses. Ranked highest on leadership effectiveness was technology, with a
51% approval rating, followed by telecom (46%) and Banking (45%). The energy sector came
in fourth overall in the poll. The media and financial services leaders were ranked fifth
(41%) and sixth (40%) respectively. FMCG and alcoholic beverages are the bottom of the
rankings with 30% & 20% respectively.



There are no surprises that TV and print media ranked highest on credible media to
build leadership with scores of 40%. Globally, though TV and print media have slid in
rankings to 3rd and 4th respectively with in-person contact with leaders and televised
speeches ranking higher as credible media.



A big surprise is India is Facebook. Facebook with a score of 39% is marginally behind
print (41%) and broadcast media (40%). This is in sharp contrast to global rankings where
Facebook scores low at 16% and no. 10 in the rankings.



Blogs don't seem to enjoy much confidence in India or globally and rank lower than
traditional press releases. Twitter though picking up in importance still ranks in the
bottom 3 on credibility.



For detailed study, please visit:
http://www.slideshare.net/trups07/ketchum-leadership-communication-monitor-india-study-1



Primary Media Contact : Vikas Sahni, vikas.sahni@ketchumsampark.com, 91-989-2629404



Secondary Media Contact : Pradeep Ghorpade, pradeep.ghorpade@ketchumsampark.com,
91-982-0267858





Source: Ketchum Sampark Pvt Ltd

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