Gift Guide

Power of Communication,The: Skills to Build Trust, Inspire Loyalty, and Lead Effectively / Edition 1

Hardcover (Print)
Rent from
(Save 74%)
Est. Return Date: 02/17/2015
Buy Used
Buy Used from
Used and New from Other Sellers
Used and New from Other Sellers
from $19.24
Usually ships in 1-2 business days
(Save 45%)
Other sellers (Hardcover)
  • All (15) from $19.24   
  • New (11) from $20.45   
  • Used (4) from $19.24   


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 Communication builds 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.
Read More Show Less

Product Details

  • ISBN-13: 9780132888844
  • Publisher: Pearson FT Press
  • Publication date: 5/3/2012
  • Edition number: 1
  • Pages: 336
  • Sales rank: 138,641
  • Product dimensions: 6.34 (w) x 9.08 (h) x 0.94 (d)

Meet the Author

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

Read More Show Less

Table of Contents

Foreword xv

Introduction: Leadership, Discipline, and Effective Communication xxv

Part I Leadership And Communication: Connecting With Audiences

1 Words Matter 1

The Power of Communication 2

Strategy = Ordered Thinking 3

The Nature of Effective Leadership Communication 4

Senator John McCain's Blunder 9

David Letterman Jumps In 12

The Audience Has Its Own Ideas 14

Losing Face 15

The Struggle to Win Hearts and Minds 16

Connecting with Audiences 19

Recap: Best Practices from This Chapter 21

Lessons for Leaders and Communicators 21

2 Taking Audiences Seriously 23

What Bill Gates Said/What the Audience Heard 25

Netflix Misfires?Twice 28

Second Stumble 34

Yet Another Stumble? 39

Restraining the Imperious Executive 41

Orienting on the Audience 49

Audience Engagement Checklist 50

Recap: Best Practices from This Chapter 52

Lessons for Leaders and Communicators 52

3 Words Aren't Enough 55

Walk the Talk 56

Hurricane Katrina, New Orleans, and the U.S. Government 58

Overnight, Sunday to Monday: Katrina Strikes 58

Monday: New Orleans Under Water 59

Tuesday: The Reality Sets In 60

Wednesday: The Situation Is Dire; Government Seems Not to Get It 61

Thursday: Things Fall Apart 63

Friday: The President Steps Up But Misfires 64

Weekend: Blame Game 66

Monday, September 5: Self-inflicted Harm 67

Wednesday: President Bush and Michael Brown as Laughingstocks 68

Friday: FEMA Director Brown Is Out 68

Aftermath 69

Trust, Consequences, and the Say-Do Gap 70

FEMA Resets Expectations 73

Recap: Best Practices from This Chapter 74

Lessons for Leaders and Communicators 74

4 Speed, Focus, and the First Mover Advantage 75

The Second Battle of Fallujah 79

The Marines Act on the Fallujah Shooting 82

Abu Ghraib and Loss of the First Mover Advantage 84

The First Mover Advantage and Celebrity Scandal 95

Operationalizing the First Mover Advantage 99

Recap: Best Practices from This Chapter 102

Lessons for Leaders and Communicators 102

5 Initiative, Maneuver, and Disproportionality 105

Race Trumps Healthcare 106

Initiative and Response 110

Adventures in Time 115

Recap: Best Practices from This Chapter 119

Lessons for Leaders and Communicators 120

Part II Strategy And Communication: Planning And Execution

6 Goals, Strategies, and Tactics: Preparing and Planning 123

Planning Isn't Looking at a Calendar; It's Looking at a Chessboard 127

Hurd to the Rescue 131

Hurd on the Street 132

Measure Twice, Cut Once 134

Understanding Strategy: Thinking Clearly on Three Levels 143

The Strategic Level 146

The Operational Leve 147

The Tactical Level 148

Template for Planning: For Being Strategic in Leadership

Communication 150

Recap: Best Practices from This Chapter 153

Lessons for Leaders and Communicators 155

Part III Building Skills: Getting Good At Communicating Well

7 Performance: The Physicality of Audience Engagement 159

Commitment to Self-Development 162

Connecting at a Distance 165

Engaging Audiences 167

Physicality: Let Me Hear Your Body Talk 168

Stand and Deliver 171

Connecting with Eye Contact 176

Stagecraft 179

Using Visuals Effectively 180

Recap: Best Practices from This Chapter 182

Lessons for Leaders and Communicators 183

8 Content: Word Choice, Framing, and Meaning 185

Metaphor and the Management of Meaning 187

Retraining 201

Meeting People Where They Are 203

Recap: Best Practices from This Chapter 204

Lessons for Leaders and Communicators 204

9 Audiences: Attention, Retention, and How Hearts and Minds Work 207

I Second That Emotion 209

I Feel Your Pain 209

We Happy Few 212

Baby, I Was Born This Way 215

Keep Calm and Carry On 218

The Amygdala and Audience Engagement 219

Adapting to the Amygdala: Five Strategies for Audience Engagement 222

The Primacy of the Visual: The Eyes Have It 224

Air Thin 227

Recap: Best Practices from This Chapter 229

Lessons for Leaders and Communicators 229

10 Putting It All Together: Becoming a Habitually Strategic Communicator 233

Communication is a Leadership Discipline 233

Nine Principles of Effective Leadership Communication 235

Closing Considerations 249

Appendix Warfighting Principles for Leadership Communication 251

Endnotes 263

Index 281

Read More Show Less

Customer Reviews

Average Rating 4.5
( 12 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 12 Customer Reviews
  • Anonymous

    Posted May 3, 2012

    "The Power of Communication" is a must have book for a

    "The Power of Communication" is a must have book for anyone interested in communicating or leading effectively. It is a brilliant combination of strategy best practices, case studies and anecdotes, and essential knowledge about the practice of communication.

    Every member of the United States Marine Corps is required to read a small book called "Warfighting." This is not a manual about military combat, but rather a manual about strategy. Garcia seamlessly translates the strategy from "Warfighting" into strategy for effective communication. Regardless of my political views on military engagement, these strategy principles are easily accessible not only to communicators, but anyone who hopes to be lead effectively.

    Moreover, the combination of well-known case studies and Garcia's 33 years of professional experience make not only for an interesting read but also a clear guide to best practices in communication, leadership and management. Ranging from Abbot and Costello to Hurricane Katrina to HP, the wide variety of case studies and anecdotes add layer upon layer to already fascinating book.

    As someone interested in doing this work professionally, this is a book I will consult again and again throughout my career.

    11 out of 14 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 1, 2013


    Titan of Afterthought,Created animals,Can tell ones past

    0 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted December 8, 2012

    good concise guide to living your life

    The book offers a concise guide to putting your life in order to enjoy it and not let your work control it. This will work for some types of careers but not for others. It has a lot of common sense advice that helps you put things in perspective to take control of your life and enjoy living.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 2, 2012

    Excellent - a must read!

    I have read many books on this subject and this is by far the best. Garcia uses current day examples of the impact of communication and what we can do to change how we present ourselves to get the results we want. Love the Warfighting logic that Garcia uses - must read to know what this means!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted November 30, 2012

    Great Tool and Resource The book is well written with great exam

    Great Tool and Resource
    The book is well written with great examples to follw the point being made. The re-summaries throught the book are a great aid to building on the next concept. I will use it as a resource for a power point presentation on Nursing Communication.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 16, 2013

    No text was provided for this review.

  • Anonymous

    Posted May 15, 2012

    No text was provided for this review.

  • Anonymous

    Posted November 5, 2012

    No text was provided for this review.

  • Anonymous

    Posted November 20, 2012

    No text was provided for this review.

  • Anonymous

    Posted July 18, 2013

    No text was provided for this review.

  • Anonymous

    Posted April 6, 2013

    No text was provided for this review.

  • Anonymous

    Posted June 1, 2012

    No text was provided for this review.

Sort by: Showing all of 12 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)