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Power of Communication,The Skills to Build Trust, Inspire Loyalty, and Lead Effectively,9780132888844

Power of Communication,The Skills to Build Trust, Inspire Loyalty, and Lead Effectively

Edition: 1st
Format: Hardcover
Pub. Date: 4/19/2012
Publisher(s): Pearson FT Press
Availability: This title is currently not available.


Communication is the absolutely indispensable leadership discipline. But, too often, leaders and professional communicators get mired in tactics, and fail to influence public attitudes in the ways that would help them the most. The Power of Communicationbuilds on the U.S. Marine Corps'legendary publication Warfighting, showing how to apply the Corps'proven leadership and strategy doctrine to all forms of public communication - and achieve truly extraordinary results. World-renowned leadership communications expert, consultant, and speaker Helio Fred Garcia reveals how to orient on audiences, recognizing their centers of gravity and most critical concerns. You'll learn how to integrate and succeed with all three levels of communication: strategic, operational, and tactical. Garcia shows how to take the initiative and control the agenda… respond to events with speed and focus… use the power of maneuver… prepare and plan… and put it all together, becoming a "habitually strategic" communicator.

Author Biography

For more than 30 years Helio Fred Garcia has helped leaders build trust, inspire loyalty, and lead effectively. He is a coach, counselor, teacher, writer, and speaker whose clients include some of the largest and best-known companies and organizations in the world.

Fred is President of the crisis management firm Logos Consulting Group and Executive Director of the Logos Institute for Crisis Management & Executive Leadership. He is based in New York and has worked with clients in dozens of countries on six continents.

Fred has been on the New York University faculty since 1988 and has received his school’s awards for teaching excellence and for outstanding service. He is an adjunct professor of management in NYU’s Stern School of Business Executive MBA program and an adjunct associate professor of management and communication in NYU’s Master’s in PR/Corporate Communication program. Fred is also on the adjunct faculty of the Starr King School for the Ministry-Graduate Theological Union in Berkeley, where he teaches a seminar on religious leadership for social change. And he is on the leadership faculty of the Center for Security Studies of the Swiss Federal Institute of Technology in Zurich, where he teaches in the Master’s in Advanced Studies in Crisis Management and Security Policy. He is a frequent guest lecturer at the Wharton School/University of Pennsylvania, the U.S. Marine Corps Command and Staff College and Officer Candidate School, the Brookings Institution, Tsinghua University in Beijing, and other institutions.

Fred is coauthor (with John Doorley) of Reputation Management: The Key to Successful Public Relations and Corporate Communication (second edition 2011; first edition 2007), by Routledge, Taylor & Francis Group. His two-volume book Crisis Communications was published by AAAA Publications in 1999. He blogs at; he tweets at

Table of Contents

Forewordp. xv
Introduction: Leadership, Discipline, and Effective Communicationp. xxv
Leadership And Communication: Connecting With Audiences
Words Matterp. 1
The Power of Communicationp. 2
Strategy = Ordered Thinkingp. 3
The Nature of Effective Leadership Communicationp. 4
Senator John McCain's Blunderp. 9
David Letterman Jumps Inp. 12
The Audience Has Its Own Ideasp. 14
Losing Facep. 15
The Struggle to Win Hearts and Mindsp. 16
Connecting with Audiencesp. 19
Recap: Best Practices from This Chapterp. 21
Lessons for Leaders and Communicatorsp. 21
Taking Audiences Seriouslyp. 23
What Bill Gates Said/What the Audience Heardp. 25
Netflix MisfiresTwicep. 28
Second Stumblep. 34
Yet Another Stumble?p. 39
Restraining the Imperious Executivep. 41
Orienting on the Audiencep. 49
Audience Engagement Checklistp. 50
Recap: Best Practices from This Chapterp. 52
Lessons for Leaders and Communicatorsp. 52
Words Aren't Enoughp. 55
Walk the Talkp. 56
Hurricane Katrina, New Orleans, and the U.S. Governmentp. 58
Overnight, Sunday to Monday: Katrina Strikesp. 58
Monday: New Orleans Under Waterp. 59
Tuesday: The Reality Sets Inp. 60
Wednesday: The Situation Is Dire; Government Seems Not to Get Itp. 61
Thursday: Things Fall Apartp. 63
Friday: The President Steps Up But Misfiresp. 64
Weekend: Blame Gamep. 66
Monday, September 5: Self-inflicted Harmp. 67
Wednesday: President Bush and Michael Brown as Laughingstocksp. 68
Friday: FEMA Director Brown Is Outp. 68
Aftermathp. 69
Trust, Consequences, and the Say-Do Gapp. 70
FEMA Resets Expectationsp. 73
Recap: Best Practices from This Chapterp. 74
Lessons for Leaders and Communicatorsp. 74
Speed, Focus, and the First Mover Advantagep. 75
The Second Battle of Fallujahp. 79
The Marines Act on the Fallujah Shootingp. 82
Abu Ghraib and Loss of the First Mover Advantagep. 84
The First Mover Advantage and Celebrity Scandalp. 95
Operationalizing the First Mover Advantagep. 99
Recap: Best Practices from This Chapterp. 102
Lessons for Leaders and Communicatorsp. 102
Initiative, Maneuver, and Disproportionalityp. 105
Race Trumps Healthcarep. 106
Initiative and Responsep. 110
Adventures in Timep. 115
Recap: Best Practices from This Chapterp. 119
Lessons for Leaders and Communicatorsp. 120
Strategy And Communication: Planning And Execution
Goals, Strategies, and Tactics: Preparing and Planningp. 123
Planning Isn't Looking at a Calendar; It's Looking at a Chessboardp. 127
Hurd to the Rescuep. 131
Hurd on the Streetp. 132
Measure Twice, Cut Oncep. 134
Understanding Strategy: Thinking Clearly on Three Levelsp. 143
The Strategic Levelp. 146
The Operational Levep. 147
The Tactical Levelp. 148
Template for Planning: For Being Strategic in Leadership
Communicationp. 150
Recap: Best Practices from This Chapterp. 153
Lessons for Leaders and Communicatorsp. 155
Building Skills: Getting Good At Communicating Well
Performance: The Physicality of Audience Engagementp. 159
Commitment to Self-Developmentp. 162
Connecting at a Distancep. 165
Engaging Audiencesp. 167
Physicality: Let Me Hear Your Body Talkp. 168
Stand and Deliverp. 171
Connecting with Eye Contactp. 176
Stagecraftp. 179
Using Visuals Effectivelyp. 180
Recap: Best Practices from This Chapterp. 182
Lessons for Leaders and Communicatorsp. 183
Content: Word Choice, Framing, and Meaningp. 185
Metaphor and the Management of Meaningp. 187
Retrainingp. 201
Meeting People Where They Arep. 203
Recap: Best Practices from This Chapterp. 204
Lessons for Leaders and Communicatorsp. 204
Audiences: Attention, Retention, and How Hearts and Minds Workp. 207
I Second That Emotionp. 209
I Feel Your Painp. 209
We Happy Fewp. 212
Baby, I Was Born This Wayp. 215
Keep Calm and Carry Onp. 218
The Amygdala and Audience Engagementp. 219
Adapting to the Amygdala: Five Strategies for Audience Engagementp. 222
The Primacy of the Visual: The Eyes Have Itp. 224
Air Thinp. 227
Recap: Best Practices from This Chapterp. 229
Lessons for Leaders and Communicatorsp. 229
Putting It All Together: Becoming a Habitually Strategic Communicatorp. 233
Communication is a Leadership Disciplinep. 233
Nine Principles of Effective Leadership Communicationp. 235
Closing Considerationsp. 249
Appendix Warfighting Principles for Leadership Communicationp. 251
Endnotesp. 263
Indexp. 281
Table of Contents provided by Ingram. All Rights Reserved.

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