Snakes & Ladders: Leadership lessons in communication during the pandemic

First, an honest admission – don’t like snakes and ladders as a game because historically have not been good at it. And the reason I am still using it in the headline is simply that it is not the board game (ah!) that am referring to here but the fascinating ups and downs that world leaders seem to have gone through in public confidence levels. Let me clarify also that the twists and turns of the COVID-19 pandemic have less to do with this one. For me, it seems more like the cumulative outcome of respective leader’s personalities, their leadership styles, the effectiveness of their/their administration’s communication and the (free) nature of media in respective countries, etc. Let us plunge in deep right away. Caution – seat belts may be required.

1. Social reach isn’t of much help

The top 6 in terms of social reach are the ones not doing well in this survey. Except for Emmaneul Macron of France who saw a slight increase, rest 5 (Trump, Modi, Andres Manuel, Boris Johnson and Shinzo Abe) have only seen their ratings either fall slightly or drastically. This is quite interesting because the poll audience largely is young adults from major cities in respective countries who are arguably among the most social-savvy audience one can think of.

2. Transparent and genuine communication is a hands-down winner

Be it a developed or developing country; be it a large populous or a tiny country, what the data and the analysis by expert communicators at respective agency partners have shown is that being transparent and genuine in communication works like a charm. This should be no surprise but a timely reiteration always helps.

3. Public trust experts more when it comes to communication during unprecedented public health emergencies like Covid-19

If one were to build another chart only focusing on approval ratings when the leaders allowed an expert to lead the briefing or surrounded themselves with experts at briefings, it would look very different and in just one direction. UP and UP. Most leaders whose ratings have improved over the months or remained steady have had experts involved in briefings or bought them along to their briefings. No brainer in some sense but as I said above, these reiterations are always good.

4. Culture eats strategy for breakfast, any day

Be it Japan, Germany or the Nordic countries, culture seems to have played a major role in the efficacy of the government’s efforts in containing covid-19. The Japanese familiarity with wearing masks greatly helped too. Mr Drucker should really be happy wherever he is now.

5. Die another day.

If you are a world leader with a low approval rating or high disapproval rating, just remember it’s as fickle as the British weather. Or as gentle as an Aussie joke. You got the drift right. Hopefully, the leaders are listening too. Scott Morrison as the partner firm aptly headlined has seamlessly jumped from a bushfire to a covid frying pan. Boris Johnson had a jolly good ride till Covid numbers and his supposedly clear communication (most British or Irish friends of mine secretly tell me they are still trying to decipher many of his announcements) caught up with him. Shinzo Abe has been lurching from one controversy to other much like his ratings. And Andres Manuel who did daily lectures to chosen non-journalists figured mid-way he is better off touring Mexico, inaugurating schemes and ignoring critical media articles. Macron despite his really good effort which as per statistics saved 700000 lives is still figuring out his fellow French citizen’s grudging pessimism that has just earned him a 3-point rise. The lesson is its really long haul and your strategy or communication approach needs to have factored that in clearly.

6. Vocal, free & responsible media is a huge plus

Now that one is a difficult one to swallow for many world leaders. But reading through the 14 country analyses by respective agency partners that is what came across to me. The core voter base singing hosannas for their leaders seem to make many world leaders from Trump to Modi to Obrador to Andrzej believe they have gotten it right or they are doing well. Surprisingly those who have seen their ratings increase have had vocal and free media in their countries (Germany, Denmark, France & Australia, etc.). Goes back to the old saying in PR – a free and credible media is critical for PR.

7. Communication is back to where it belongs - centre stage.

Not many have said it openly but to me, it’s heartening to see communication or the lack of it taking centre stage. The leader of Denmark who candidly admitted up front that she may make mistakes as this pandemic is new to her benefited from that admission immensely. Leo Varadkar of Ireland has had high ratings due to his frank, assuring and matter of fact communication. Merkel’s golden line – Its’ serious, take it seriously, is still echoing across our report and many others, am sure. Modi’s initial televised addresses hit the right notes even among many of his critics for its tone and attempt to assuage the large and diverse populace and get them to embrace one of the severest lockdowns imposed globally. Good communication (clear, simple, timely, factual, assuring and genuine) is really shining through and doing wonders for leaders practising it.

On that good note, let me sign off and sincerely hope that you will find this article of some interest and help. Just for those wannabe Sherlock Holmes, the use of Snakes and Ladders in the headline is also a communication cue. Let me know if you figured the cue. Take care and stay safe.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.