What is leadership? Everybody encounters leadership and leadership communication at some point during their lives.

Either they are a leader on themselves or they are led by someone else. However, there is no single definition of the term leadership itself. Everyone has their own imagination about good leaders and traits that distinguish them. Our task was to analyze a video of a leader referring his specific traits and skills concerning leadership communication, his/her way to speak to followers and to interact with them, all in the context of a specific situation. In our work we refer to the definition of leadership in a communication-oriented context given by Hackman and Johnson: Leadership is human (symbolic) communication, which modifies the attitudes and behaviors of others in order to meet shared group goals and needs. (Hackman and Johnson 2009, p. 11) For our analysis we have chosen two speeches held by US president Georg W. Bush. Both were given after the 9/11 terrorist attacks: One of the speeches was held just a few hours after the attack on the World Trade Center (first video) the other one took place several days later. In our work we will compare the two speeches referring to leadership communication in relation to crisis management, leadership styles and the credibility associated with the choice of words and emotional aspects of the respective situation. Crisis management/Leadership communication during a crisis The terrorist attacks on 11thSeptember 2001 were undoubtedly one of the most shattering crises the United States has seen in recent years. They posed the first major challenge George W. Bush had to face as the countys president. Hackman and Johnson (2009) identify three stages of a crisis and appropriate leadership behavior: 1) The precrisis: The leaders responsibility is to recognize and prepare the organization/country/etc. for the upcoming crisis. 2) The crisis event: The leader has to initiate immediate action, make quick decisions, as well as inform and reassure those effected by the crisis. 3) The postcrisis: Once the immediate danger has passes the leader need to critically evaluate the situation, take appropriate measures of precaution and restoring the organizations/countrys/etc. image, and actively promote those at the same time. While for obvious reasons there was no imminent precrisis to the 9/11 events, the selected videos provide good examples of leadership communication during the crisis event and the early stages of the postcrisis. The first video is a recording of a press statement President Bush gave on Barksdale Air Force Base at 12:36 p.m. on 11thSeptember 2001, this was his second public address after the first plane hit the WTC at 8:46 a.m. that morning (Elsis 2002). Although the president does not inform the American public about the days events themselves he tries to reassure them everything within his power is being done, saying the full resources of the federal government are working to assist local authorities to save lives and to help the victims of these attacks and that all appropriate security precautions were taken. Despite the poor general availability of information available at the time President Bush could have provided actual factual information, as that might have somewhat diminished media speculation. However, considering the publics general feelings of fear, anxiety, helplessness and desperation he certainly chose the right words to sustain the countrys hope and strength and
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at the same time condemn the terrorist attacks. By informing the public about his regular contact with governmental agencies and other security institutions the president appears to take action and act as coordinator of rescue and defense operations. Finally he lays out the USs response: The United States will hunt down and punish those responsible, making it clear that any actions necessary will be undertaken in order to defend the county and channeling the publics anger towards a yet unknown enemy. Although the public address falls short in providing actual information it mostly fulfills Hackman and Johnsons criteria for good leadership (communication) during a crisis event. The speech held by George W. Bush in the second video was given on 14thSeptember on site in New York City among the debris of the WTC. Since the immediate danger of the attacks had passed by that time it can be allocated to Hackman/Johnsons post crisis stage. The surroundings strangely contradict the content of the speech and the cheerful mood of the listeners, thus creating an image of a people and a country that will not back down nor be defeated. The presidents speech carries the same message, emphasizing the strength and courage of the American people, thus actively shaping the audiences memory of what happened (Hackman and Johnson, 2009) and building up an image of strong and unyielding nation that is to last for several years.1 The president does not explicitly address any lessons learned from the 9/11 events, however measures concerning e.g. airport security or the monitoring and prosecution of suspected terrorists. This post crisis public address can be considered a motivational speech, rather than an informational one. Nevertheless it is effective in achieving its goals as can be seen from the crowds enthusiastic feedback. Task and interpersonal leadership Referring to Hackman and Johnson (2009) there exist two different types of leadership concerning the way a leader communicates with his followers: task-oriented leadership and interpersonal leadership. The task-oriented leader wants the work to be done. He is often very authoritarian and only informs his subordinates without providing any sources of information. He does not care for the feelings or ideas of the others, but for the facts and data important for the task. He prefers rigid communication and follows a closed door policy. In summary the task-leader gives instructions and wants them to be carried out without caring about the actual solution process. (Hackman and Johnson 2009) This is the way George W. Bush is reacting in the first video. He only gives partial information and is more focused on letting the American people know everything would be done to fight terrorism. He does not provide his audience with an opportunity to ask questions nor does he want to know anything about the feelings of the persons he is talking to. It is a very impersonal way of addressing his followers as a press conference usually is. It seemed as if he is just rushed in to utter a few words of reassurance and afterwards he does not want to be bothered any further. In contrast, an interpersonal-oriented leader is really interested in relationships. He often acts in a democratic style and he wants his followers to feel well. He prepares a flexible, open communication and listens to the other people. He recognizes their ideas, feelings and
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Domestically the USAs image improved drastically after 9/11, however internationally that was not always the case.

positions and makes requests. He pursues an open door policy and his communication is often orally. (Hackman and Johnson 2009) The major difference between the first and the second Bush-video is that Bushs communication is much more open and he interacts with the people surrounding him. He requests them to show their mood and feelings and he really tries to motivate them for the difficult days and weeks to come. He cares about their emotions and needs, and attempts to improve the situation for all of them. Unlike the public address in the first video this speech he has a specified audience: the people of New York City, Connecticut and New Jersey, not all American people. It is easier to get in contact with the locals, because they are there and not an anonymous audience as in the first video. During the speech in the on 11thSeptember 2001 (first video) President Gorge W. Bush uses an autocratic communication approach in his address to the nation. At that time, the United States was in a state of trauma and fear. By saying that the freedom of his nation had been attacked the president utilizes this fear emotion (exploitive authoritative technique) (Hackman and Johnson 2009) in order to change the behavior of nation. At the same time he stresses that the freedom of America will be defended and the people responsible for those terrorist attacks will be punished. He thereby shows that he has already made decisions as to what actions to take. He is mentally preparing his nation that they have to be hard in order to save their freedom. He conveys them in an autocratic tone that if they cannot make hard decision he can do so for them. According to leadership communication research people are generally in favor of democracy, but it will not necessarily result in higher productivity (Hackman and Johnson 2009). Therefore Bush decided to employ a more authoritarian tone. With that he successfully portrays the emotional competencies of attending to emotions of others, emotional facilitation of thinking and regulation of emotion (Hackman and Johnson 2009). Throughout his speech, Bush gives the impression of being in a state of shock just like the rest of America (and he probably is), but despite his emotional state, he takes multi-pronged actions: contact with the local and international leaders, putting US army high alert with the determination to punish anyone responsible. Hackman and Johnson (2009) define six factors by which to measure a leaders degree of credibility. In the following these were applied to President Bushs 9/11 public address: 1. Self-presentation behavior - The president presents himself as is appropriate and expected from a man in his position, with the American and presidential flags and pictures of soldiers in the background. 2. Language - The entire speech was focused on the security of America and Americans and every word was selected accordingly. 3. Physical appearance and non-verbal behavior - In spite of great misery, he was gracefully dressed for the speech to show that great nations have courage to face such catastrophe gallantly. However, his eyes darting across the room and the rather worrisome expression on his face stand in contrast to the words used. 4. Discovering yourself - His capability of making decisions confirmed. From the very beginning of his speech he is very clear about what he will do in future as he points out that the freedom would be retained and guilty punished (at any cost).

5. Serve a purpose - He provides the nation with a sense of direction for future actions: to find and punish those responsible, and at the same time remember those who lost their lives. 6. Sustaining hope He creates hope among the nation by saying that the security and freedom of Americans would be defended. In second video, a public address on 14thSeptember 2001, President Bush makes a somewhat different impression on his audience. He employs a more democratic style of leadership communication, allowing feedback from his listeners. His gestures throughout the speech were relaxed and friendly, but at the same time determined. Bush successfully shows the emotional competency of attending to emotions of others (Hackman and Johnson 2009) as throughout the speech his hand is on the shoulder of the fireman and he encourages his audience to make themselves heard. He also demonstrates regulation of emotion (Hackman and Johnson 2009) as he is continuously trying to cheer up the public by ensuring them that they have no reason to worry- he and the rest of the world would hear them and they were not alone in one of their darkest hours. Applying Hackman and Johnsons credibility factors, not all six differ from the first video. However, the following factors do: 1. Self-presentation behaviour - By his gestures Mr Bush presents himself as a brave leader, who can still lead and cheer up his nation despite of this catastrophe. 2. Language - His focus in this speech is on condolence and security of America, but at the same time the president is much more willing to allow for feedback of his audience, even encouraging them to speak up. 3. Physical appearance and non-verbal behaviour - He is informally dressed just like a common American and his gestures his gestures and facial expression were much more relaxed and friendlier. The presidents appearance carries the message: Im one of you. Conclusions The video analysis and comparison shows that leadership styles and leadership communication vary depending on the situation (crisis event vs. postcrisis) and the communication instrument (press statement vs. motivational speech). Although US president George W. Bush has always been said to be a weak public speaker, especially compared to his successor Barak Obama, he did good job in both of the analysed videos, considering the circumstances. Mr Bushs strong, emotionally appealing leadership during the 9/11 crisis and immediately after won him the long-lasting support of a majority of American citizens. References Elsis, M. R.(2002): 911 Timeline. The Most Comprehensive Minute By Minute Timeline On 911. Online: www.911timeline.net, last updated: 9. September 2002, accessed: 4. September 2011, 8:30 p.m. Hackman, M. Z.; Johnson, C. E. (2009): Leadership. A Communication Perspective. Long Grove IL, Weaveland Press Inc., 5. edition, 2009.