Pub. Date:
Pearson Education
Power of Communication,The: Skills to Build Trust, Inspire Loyalty, and Lead Effectively / Edition 1

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

by Helio GarciaHelio Garcia
Current price is , Original price is $34.99. You

Temporarily Out of Stock Online

Please check back later for updated availability.

This item is available online through Marketplace sellers.


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.

Product Details

ISBN-13: 9780132888844
Publisher: Pearson Education
Publication date: 04/19/2012
Pages: 336
Product dimensions: 6.34(w) x 9.08(h) x 0.94(d)

About 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

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

Customer Reviews