Trust in politicians and business elite is getting lower

New communication study results released

Gap between low-trust and high-expectation becomes a rule when it comes to business and political leaders around the world. That is a conclusion of communications study "Ketchum Leadership Communication Monitor (KLCM) 2016.", which was conduted for the fifth time by Ketchum, one of the leading public relations agencies in the world.


Research was conducted on over three thousand people from ten different countries who were asked to connect successful leadership and communication and to define relations between those two terms. According to KLCM study, just 23% respondents believe that leaders are effective while only 13% consider that leaders take necessary responsibility. 65% of examinees will buy less or completely stop buying specific product because of bad company leader behaviour.


Issue with politicians is even worse: 63% of respondents claim that politicians do not meet their expectations, and just 7% believes that politicians take responsibility for failure. Things will not be different in future: just 12% respondents predict progress in adequacy and effectiveness of political activities, more than half of them (51%) expect that situation will get even worse. The reason for this deep and global trust crisis in political leaders is because of a perception that important things are not solved adequately. In three most significant areas  for respondents (fight against corruption, nacional economy and education), there is a big gap between importance of these problems and their solving.  


Just like last years' study KLCM concluded that woman stand out before men when it comes to three key caracteristics of a leader – giving personal example, open and transparent communication and accepting failures, but most of respondents (61%) still believe that men will be more successfull leaders in the following five years.  


"Ketchum study shows quite interesting data regarding communication channels with greatest impact. Two most important channels are in-person speeches&appearances and formal announcements&news releases. They are followed by TV interviews (53%), company websites (51%) and official company reports (43%). Last two channels are TV (25%) and print (14%) advertising while leader's communication on social netwroks is, according to this study, irrelevant for their reputation. I believe it is just a matter of day when this segment will be recognized as crucial when it comes to creating perception about leaders", concluded Marina Culic Fischer, Managing partner of Dialog komunikacije - Ketchum's exclusive afiiliate in Croatia. 


Ketchum Klcm 2016 Infographic Final