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

by Garcia, Helio Fred

• ISBN13: 9780132888844
• ISBN10: 013288884X
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-04-19
• Publisher: Pearson FT Press

Summary

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 www.logosinstitute.net/blog; he tweets at twitter.com/garciahf.

Table of Contents

Foreword	p. xv
Introduction: Leadership, Discipline, and Effective Communication	p. xxv
Leadership And Communication: Connecting With Audiences
Words Matter	p. 1
The Power of Communication	p. 2
Strategy = Ordered Thinking	p. 3
The Nature of Effective Leadership Communication	p. 4
Senator John McCain's Blunder	p. 9
David Letterman Jumps In	p. 12
The Audience Has Its Own Ideas	p. 14
Losing Face	p. 15
The Struggle to Win Hearts and Minds	p. 16
Connecting with Audiences	p. 19
Recap: Best Practices from This Chapter	p. 21
Lessons for Leaders and Communicators	p. 21
Taking Audiences Seriously	p. 23
What Bill Gates Said/What the Audience Heard	p. 25
Netflix MisfiresùTwice	p. 28
Second Stumble	p. 34
Yet Another Stumble?	p. 39
Restraining the Imperious Executive	p. 41
Orienting on the Audience	p. 49
Audience Engagement Checklist	p. 50
Recap: Best Practices from This Chapter	p. 52
Lessons for Leaders and Communicators	p. 52
Words Aren't Enough	p. 55
Walk the Talk	p. 56
Hurricane Katrina, New Orleans, and the U.S. Government	p. 58
Overnight, Sunday to Monday: Katrina Strikes	p. 58
Monday: New Orleans Under Water	p. 59
Tuesday: The Reality Sets In	p. 60
Wednesday: The Situation Is Dire; Government Seems Not to Get It	p. 61
Thursday: Things Fall Apart	p. 63
Friday: The President Steps Up But Misfires	p. 64
Weekend: Blame Game	p. 66
Monday, September 5: Self-inflicted Harm	p. 67
Wednesday: President Bush and Michael Brown as Laughingstocks	p. 68
Friday: FEMA Director Brown Is Out	p. 68
Aftermath	p. 69
Trust, Consequences, and the Say-Do Gap	p. 70
FEMA Resets Expectations	p. 73
Recap: Best Practices from This Chapter	p. 74
Lessons for Leaders and Communicators	p. 74
Speed, Focus, and the First Mover Advantage	p. 75
The Second Battle of Fallujah	p. 79
The Marines Act on the Fallujah Shooting	p. 82
Abu Ghraib and Loss of the First Mover Advantage	p. 84
The First Mover Advantage and Celebrity Scandal	p. 95
Operationalizing the First Mover Advantage	p. 99
Recap: Best Practices from This Chapter	p. 102
Lessons for Leaders and Communicators	p. 102
Initiative, Maneuver, and Disproportionality	p. 105
Race Trumps Healthcare	p. 106
Initiative and Response	p. 110
Adventures in Time	p. 115
Recap: Best Practices from This Chapter	p. 119
Lessons for Leaders and Communicators	p. 120
Strategy And Communication: Planning And Execution
Goals, Strategies, and Tactics: Preparing and Planning	p. 123
Planning Isn't Looking at a Calendar; It's Looking at a Chessboard	p. 127
Hurd to the Rescue	p. 131
Hurd on the Street	p. 132
Measure Twice, Cut Once	p. 134
Understanding Strategy: Thinking Clearly on Three Levels	p. 143
The Strategic Level	p. 146
The Operational Leve	p. 147
The Tactical Level	p. 148
Template for Planning: For Being Strategic in Leadership
Communication	p. 150
Recap: Best Practices from This Chapter	p. 153
Lessons for Leaders and Communicators	p. 155
Building Skills: Getting Good At Communicating Well
Performance: The Physicality of Audience Engagement	p. 159
Commitment to Self-Development	p. 162
Connecting at a Distance	p. 165
Engaging Audiences	p. 167
Physicality: Let Me Hear Your Body Talk	p. 168
Stand and Deliver	p. 171
Connecting with Eye Contact	p. 176
Stagecraft	p. 179
Using Visuals Effectively	p. 180
Recap: Best Practices from This Chapter	p. 182
Lessons for Leaders and Communicators	p. 183
Content: Word Choice, Framing, and Meaning	p. 185
Metaphor and the Management of Meaning	p. 187
Retraining	p. 201
Meeting People Where They Are	p. 203
Recap: Best Practices from This Chapter	p. 204
Lessons for Leaders and Communicators	p. 204
Audiences: Attention, Retention, and How Hearts and Minds Work	p. 207
I Second That Emotion	p. 209
I Feel Your Pain	p. 209
We Happy Few	p. 212
Baby, I Was Born This Way	p. 215
Keep Calm and Carry On	p. 218
The Amygdala and Audience Engagement	p. 219
Adapting to the Amygdala: Five Strategies for Audience Engagement	p. 222
The Primacy of the Visual: The Eyes Have It	p. 224
Air Thin	p. 227
Recap: Best Practices from This Chapter	p. 229
Lessons for Leaders and Communicators	p. 229
Putting It All Together: Becoming a Habitually Strategic Communicator	p. 233
Communication is a Leadership Discipline	p. 233
Nine Principles of Effective Leadership Communication	p. 235
Closing Considerations	p. 249
Appendix Warfighting Principles for Leadership Communication	p. 251
Endnotes	p. 263
Index	p. 281
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