Executive Leadership Gets Failing Grade

By Dennis McCafferty  |  Posted 06-02-2014 Email Print this article Print

Business leaders are "losing the room" when it comes their credibility with consumers, according to a new survey from Ketchum. The accompanying Ketchum Leadership Communication Monitor (KLCM) report reveals that these consumers feel corporate senior officers are falling short on communication, trustworthiness and other qualities which define leadership. And many consumers are so turned off that they're refusing to purchase a company's products and services as a result. "[Leaders] need to avoid a 'macho,' command-and-control approach to leadership communication, which tends to be one-way, domineering and even arrogant," says Barri Friedman Rafferty, senior partner and CEO of Ketchum's North America operations. "Instead, we are seeing the birth of a new model of leadership communication based on transparency, collaboration, genuine dialogue, clear values and the alignment of words and deeds." As for how consumers form their impressions of an organization's leadership? You may be surprised to discover that traditional channels—as opposed to social media and blogs—are leading the way. More than 6,500 global consumers participated in the research. For more about the survey, click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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