An era of public scrutiny is an opportunity for communicators, says Ketchum’s Rod Cartwright

Looking back at a tumultuous 2011, what did the Arab Spring, Occupy Wall Street, Spain's Indignados, the London riots and unrest in Greece have in common? Well, they all involved a fundamental questioning of leaders and leadership, be it in the realm of politics, business or religion, that is unlikely to abate in an enduringly uncertain 2012. For us as communicators, I would argue strongly that such active, fearless scrutiny presents not only real challenges, but also considerable opportunities and responsibilities.

The extent to which this unending shower of gauntlets thrown down to our leaders characterised the year was wonderfully crystallised in Time Magazine's eye-catching decision to make “the Protestor” its person of the year. Regardless of what view you take of the grievances of the 99 per cent, the logic of that decision is that the 1 per cent have a fair bit to think about in terms of their leadership and, crucially, how it's communicated. And it is here that the opportunity – and, arguably, the obligation – lies for professional communicators.

With volatility becoming the new normal, the protestors’ unambiguous message is that we need credible, inspirational leaders capable of restoring haemorrhaging faith in tottering institutions. However, charisma, ruthless decision-making or even selflessness alone will no longer cut it. Now more than ever, thoughtful, confident, effective communication is set to become a critical leadership skill in an uncertain world.

Whether it is reassuring investors, winning over voters, inspiring employees or differentiating yourself in the marketplace, the hallmark of a great modern leader is an ability to help people understand where you want to lead them and why – and then doing so in a way that balances inspiration and energy with  pragmatism and delivery. Never has the alignment of words and deeds been more crucial.

At a recent pre-Davos event at the Financial Times, US ambassador to the UK, Louis Susman, suggested that "Fairness [would] be the watchword for 2012". In today’s climate of cynicism, pessimism and relentless scrutiny, I would add to that the ever-green expectations of vision, openness, transparency, accountability, authenticity and a willingness genuinely to listen as the minimum standard of behaviour for today's leaders. But it is effective communication that must be the glue which binds them together.

2012 will not be lacking in opportunities for leaders to shine, with elections or transitions of political power around the globe – from the US, Russia, France and China, to Taiwan, South Korea, Thailand, Mexico and Venezuela. Beyond these lie multiple high-profile platforms for leaders from all walks of life to show their mettle: from next month’s Arab League Summit, the Summit of the Americas in Columbia in April and May’s G8 Summit in Chicago to the Rio+20 conference on sustainability in June, September’s UN General Assembly and the BRICS summit in December.

Regardless of the platform, however, it is clear, authentic, consistent and compelling communication that will be THE determinant of leadership success this year and for a long time to come. The question is, are we as an industry ready?