Opinion: Analysing effective communication and leadership

As the agency publishes its fifth annual Ketchum Leadership Communication Monitor (KLCM) study, Rod Cartwright, director, global corporate and public affairs practice, explains how it benefits Ketchum and its clients.

This is the fifth year in a row that we have deeply explored consumer views from around the world on the relationship between effective leadership and communication.

This has made us the first, and only, agency to look so forensically at this critical area, and to be able to counsel our clients based on such a deep understanding of what the world wants from its leaders. The fact that we have done so across five leadership categories, five continents and 22 vertical industries over the last five years means that advice can be truly global in nature, while also being entirely industry-specific.

In addition, our global Ketchum Change division – a team of occupational and behavioural psychologists – have conducted their own detailed research on the capabilities needed by leaders to manage constant critical change events.

The Liquid Change model helps leaders to build change leadership muscle with a strong emphasis on leadership communication. Linking this to the KLCM research we are able to help our clients pinpoint the specific things leaders should do that ultimately lead to increased consumer confidence. This ‘inside-out, outside in’ approach is unique among agencies, and provides measurable return on investment for our clients.

Taken together, this has been reflected in our being asked to speak at industry events around the world including PRCA, CIPR, IABC, IPRA, Global Alliance and the Plank Center for Leadership in Public Relations, as well as winning EMEA Sabre/In2 Awards three years in a row.

Leadership and change communication are already a fundamental part of the service we provide to clients across the globe.

However, coinciding with this year’s study, we are launching a new modular leadership communication service called “READY by Ketchum” for senior executives and executive teams grappling with the challenges of 21st century leadership and employee engagement.

This new multi-disciplinary offer will combine media, presentation, facilitation and crisis communications training with personal social media profiling, leadership content strategy, corporate storytelling and change leadership development to help our clients answer positively the very human question: “Am I Ready?”

• Rod Cartwright is director, global corporate and public affairs practice, at Ketchum