Central European Journal of Communication

ABSTRACT: This article empirically measures the role of the  “contextual intelligence” (Nye, 2008), based on the leader intuitive diagnosis to make a good judgment of the political situation each time, as a key factor for an effective political leadership. This study includes a case study that analyzes the importance of the use of the contextual intelligence related the leadership of president of Murcia region (Spain), Ramón Luis Valcárcel, one of the most popular and longest in government Spanish regional leaders. Data were gathered from three representative surveys conducted in three consecutive regional election campaigns (2003, 2007, 2011) to measure in what extend Valcarcel´s leadership public perceptions were associated with his strategic link to specific issues and attributes. Results showed correlations between his public image and perceptions about public prioritized issues each time and attributes connected with citizen expectations demonstrating the effectiveness of the contextual factors for constructing the political leadership along time.