The Power of Communication

Foreword xv Introduction: Leadership, Discipline, and Effective Communication xxv PART I: Leadership and Communication: Connecting with Audiences Chapter 1: Words Matter 1 Chapter 2: Taking Audiences Seriously 23 Chapter 3: Words Aren't Enough 55 Chapter 4: Speed, Focus, and the First Mover Advantage 75 Chapter 5: Initiative, Maneuver, and Disproportionality 105 PART II: Strategy and Communication: Planning and Execution Chapter 6: Goals, Strategies, and Tactics: Preparing and Planning 123 PART III: Building Skills: Getting Good at Communicating Well Chapter 7: Performance: The Physicality of Audience Engagement 159 Chapter 8: Content: Word Choice, Framing, and Meaning 185 Chapter 9: Audiences: Attention, Retention, and How Hearts and Minds Work 207 Chapter 10: Putting It All Together: Becoming a Habitually Strategic Communicator 233 Appendix: Warfighting Principles for Leadership Communication 251 Endnotes 263 Index 281

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) ofReputation Management: The Key to Successful Public Relations and Corporate Communication (second edition 2011; first edition 2007), by Routledge, Taylor & Francis Group. His two-volume bookCrisis Communications was published by AAAA Publications in 1999. He blogs at www.logosinstitute.net/blog; he tweets at twitter.com/garciahf.