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Power of Communication,The: Skills to Build Trust, Inspire Loyalty, and Lead Effectively [Hardcover]

Helio Fred Garcia
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Book Description

April 19 2012
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.

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From the Back Cover

“Helio Fred Garcia coached me a decade ago on the fundamentals of effective communication. I probably wasn’t his best student, but I count what I learned from him as one of the most important contributions to my personal growth as an executive. The Power of Communication should be on the must-read list of any person who aspires to lead by capturing the hearts and minds of his or her stakeholders.”

--Jeffrey Bleustein, Retired Chairman and CEO, Harley-Davidson, Inc.

 

The Power of Communication is an absolutely terrific book on how to communicate and lead in complex and shifting situations. Helio Fred Garcia has compiled a wealth of compelling examples to illustrate and support a cogent and immensely practical set of principles for leadership communication. The result is a compelling guide for leaders in business and government settings alike.”

--Amy C. Edmondson, Novartis Professor of Leadership and Management, Harvard Business School, and author of Teaming: How Organizations Learn, Innovate, and Compete in the Knowledge Economy

 

“Helio Fred Garcia is known as one of the most engaging and effective professors at NYU. Readers of this book will learn why. Only Fred could weave together tales about Abbott and Costello, the Marine Corps, and Cicero into a must-read for anyone who hopes to connect with the American public.”

--Louis Capozzi, Chairman, MSL Group (retired), and Adjunct Professor, New York University

 

“Professor Garcia’s book is great news for decision-makers, leaders, and professionals in the U.S. and any country in the world. The Power of Communication contains some very important global wisdom to save you in crisis in an omni-media age. The pity is that he can visit China only once a year, but that gives us all the more reason to celebrate the publication of this book, a very clear, concise, interesting, and powerful masterpiece.”

--Professor Steven Guanpeng Dong, Ph.D., Chair and Director, Institute of Public Relations and Strategic Communications, Tsinghua University, Beijing; Vice President, China Public Relations Association; former Shorenstein Fellow on the Press, Politics, and Public Policy, Kennedy School of Government, Harvard University

 

The Power of Communication is story after story, insight after insight, lesson after lesson, inspiration after inspiration. Just when you think it’s impossible to find another important illustration of a crucial communication or leadership principle, Fred gives you another chapter of powerful, sensible, often surprising and charming stories and lessons. Believe me, he is a persuasive orator in person and, as you’ll read, on paper. Looking to build your powers of communication, to inspire trust and confidence, and to lead effectively? You hold in your hand the key ingredient to a happier, more successful, and influential professional life. Start reading.”

--James E. Lukaszewski, ABC, APR, Fellow PRSA, President, The Lukaszewski Group Division, Risdall Public Relations

 

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 most. The Power of Communication is the solution. World-renowned leadership communication expert Helio Fred Garcia builds on the U.S. Marine Corps’ legendary publication Warfighting, showing how to apply the Corps’ proven leadership and strategy doctrine in all forms of public communication--and achieve truly extraordinary results.

 

Garcia demonstrates how to orient on audiences, recognize their most critical concerns, and successfully communicate on three levels: strategic, operational, and tactical. You’ll learn 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.


Communication has power, but, as with any powerful tool, it needs to be used effectively or it can cause significant self-inflicted harm. You’ll learn specific, indispensable lessons of leaders communicating effectively, including Apple’s Steve Jobs and the McDonald’s board, as well as from catastrophic mistakes of business and political leaders who got it wrong, from BP’s Tony Hayward to the HP board to FEMA.

 

If you need to win hearts and minds, you need The Power of Communication--and you need it now.

 

  • Words matter: taking language seriously as a leadership discipline
    Adapt language to changing circumstances and to the reactions they generate
  • Words aren’t enough
    Learn how what a leader says sets expectations, but what a leader does determines whether trust rises or falls
  • Take your audience seriously
    Connect with your audiences as living, breathing entities
  • Speed, focus, and capturing the first mover advantage
    Define your situation, motives, and actions--before someone else does
  • Saying it isn’t enough
    Master the bearing, physicality, and stagecraft of successful public leadership
  • Audiences, attention, and retention
    Learn how hearts and minds work--and get them to work together for you

 

 

 

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


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most helpful customer reviews
By Amazon Customer HALL OF FAME TOP 10 REVIEWER
Format:Hardcover
As Helio Fred Garcia correctly notes in the Introduction to his book, 'Whatever else leadership may be, it is experienced publicly. While it may emote from within, it is a public phenomenon. A leader is judged on thee fundamental public leadership attributes.' They are bearing (i.e. how the leader carries himself or herself), the words used (i.e. what is said, usually to attract and engage others), and the manner of style by which the leader engages others' support and involvement). 'These are elements of communication'and as leadership discipline, communication benefits from the structures, concepts, and principles of effective leadership' that apply well in the military services and other fields in which leadership is required.

Warfighting: U.S. Marine Corps Doctrinal Publication No. 1 (1995) is Garcia's primary source as he converts its core principles into guidelines for effective leadership communication, including non-verbal as well as verbal initiatives. He also calls upon more than three decades of advising and coaching leaders and more than two decades of teaching in graduate-level programs at various universities. He also makes extensive use of case studies in which real-world leaders are involved in high-risk/high-stakes real-world situations.

There are no head-snapping revelations in this book, nor does Garcia make any such claim. Its greatest strengths are found within the framework he establishes and develops when presenting his material in the Three Parts:

Leadership and Communication: Connecting with Audiences (Chapters 1-5)
Strategy and Communication: Planning and Execution (Chapter 6)
Building Skills: Getting Good at Communicating Well (Chapters 7-10).
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  64 reviews
18 of 18 people found the following review helpful
3.0 out of 5 stars Excellent If You're In a Corporate Setting July 26 2012
By Jinger Jarrett - Published on Amazon.com
Format:Hardcover|Vine Customer Review of Free Product
When I requested this book, I was looking for a way to communicate better with those around me, as well as with my customers and readers. I wanted to build a stronger following for my business. This really doesn't have anything to do with that. If you're looking for a book like that, then I would highly recommend you read How To Win Friends and Influence People.

Instead, this is a book about how leaders can develop the skills they need to communicate with their audiences. It's based on a document produced by the Marine Corps called Warfighting. Much of what he says about the Marine Corps is also true of the Army, so his introduction can be taken with a grain of salt. (I remember being told every day that I was an 11B too.)

The book is divided into three sections. The first section, which is half the book, shows leaders how to connect with audiences. The next section, which is one chapter long, discusses planning and implementation. The final section, which also includes a chapter that sums everything up very nicely, shows leaders how to build their skills.

Although I believe this book will definitely be relevant to those who run larger corporations, I also believe that it's a little too academic for my taste. It does contain exercises at the end of each chapter to help with understanding the material, and Chapter 10 is top notch because it does sum everything up very nicely. If you run a business with a lot of employees, or you do a lot of public speaking, then this book would definitely be a good choice for you.
11 of 11 people found the following review helpful
5.0 out of 5 stars Brillant and Entertaining: Must Read for Leaders who want to Improve Communication July 25 2012
By S. Dargin - Published on Amazon.com
Format:Hardcover|Vine Customer Review of Free Product
"If you can't communicate effectively, you will not lead", Marine Lieutenant Colonel Rob Riggle says in the forward. To be a great leader you must be an excellent communicator. The paradox is that we have been communicating our whole lives and are frequently unaware of the impact of our communication skills. It requires work and practice and learning to improve.

This book takes an interesting and methodical look at nine principles of effective communication for leaders. The nine principles are adapted from the book, Warfighting: U.S. Marine Corps Doctrinal Principle Publication No. 1, which is required reading for every Marine. The use of this surprised me, yet it works really well. There is a chapter dedicated to each principle. It explains the principle and shows how it works or not. The stories of the principles in action make this book a fascinating read. The analysis of historical and contemporary events through the leadership communication lens, such as Katrina, Netflix, BP oil spill, Bill Gates, and Steve Jobs are helpful and insightful. He also uses scientific research in many places to back up the principles. He turns the whole concept of using logic to lead on its head. First connect with the person, he writes, "We are feeling machines who also think."

I teach a course for Project Managers and have adapted several of the concepts. Start a communication by "Framing" what you are going to say. The example given in the book is, "I am not a crook" - of course the first thing you think of is crook! Adapting it to project managers, might go something like this, "The project is late", creates a different frame from, "The project is 97% done and will be complete in 2 days after initially scheduled".

This is a must read for any leader who is serious about improving their leadership and communication skills.
3 of 3 people found the following review helpful
5.0 out of 5 stars "If you can't communicate effectively, you will not lead." Dec 11 2012
By Russ Emrick - Published on Amazon.com
Format:Hardcover|Vine Customer Review of Free Product
This is one of the best books I've read on communication as a leadership and business discipline. "The Power of Communication" is not a general book on communication, but as the sub-title suggests, it is about the "skills to build trust, inspire loyalty, and lead effectively."

"The Power of Communication" is an adaptation of the Marine Corps key manual, "Warfighting," for use in the business world. You may not like this book if you're not pro-military or don't appreciate the military's approach on communication. For those of us who do I can't recommend a better book or an author who has more impressive credentials. Helio Fred Garcia has taught at dozens of impressive Universities, including Wharton School of Business. He is a consultant and has extensive military background, including endorsements of some serious West Point Officers. He is the real deal.

Garcia slaughters many communication myths, gives many examples of PR blunders, i.e. communication nightmares such as BP's CEO Tony Hayward statement over the Deepwater Horizon disaster "I just want may life back." Garcia not only tells you what communication isn't but what it is and then teaches you how to communicate effectively. If I only had two books on communication this would be one of them ("People Skills" by Bolton would be the other). This is an excellent book.

Let me offer a few examples:

"Strategy is the process of ordered thinking: of thinking in the right order. Ineffective leadership communication begins with "what do we want to say?" that's both selfish and self-indulgent...it starts where thinking should ultimately end up. And it skips the essential questions that make sense of the situation, establish goals, identify audiences and attitudes, and prescribe a course of action to influence those attitudes"

"Communication isn't about telling our story. That's undisciplined, self-indulgent, and often illusory. The power of communication is getting audiences to listen--and to care."

"Words set expectations: the actions fulfill or betray those expectations. Trust arises when expectation are met and lost when they are not."

"So effective communication is hard. It requires discipline. It requires understanding the desired reaction among the groups to which one communications, which in turn requires knowing all one can about that group. And then it requires saying and doing all that is necessary--and only what is necessary--to provoke that desired reaction. And it also requires understanding the absolutely predictable consequences--both intended and unintended--of words, silence, inaction, and action."

"Leaders are particularly prone to seeing the world from the perspective of their own organization, and fail to consider--or to dismiss as irrelevant--the concerns of stakeholders."

"All communication tactics need to be directly supportive of communications goals. Communication goals, in turn, need to support business goals. Any communication goals or tactics conceived or executed in the absence of clearly defined business goals are likely to be ineffective. Each [communication and business goals] needs to be clearly articulated, with communication goals subordinate to and supportive of the business goals."

This book is full of checklists, chapter re-caps, summaries, best practices and take away points. There are many business case studies, examples, and detailed instructions on how to effectively lead people, groups and organizations with the various mediums and tools of communications.

The author is insistent that what is communicated must be consistent with what is done--actions being the best confirmation of words and in-effect the loudest message in all communications. The Yin/Yang that "Words Matter/Words Aren't Enough." "The Power of Communication" goes from the conceptual, e.g. connecting and planning, to Execution and then Skill Building. Verbal and non-verbal skills are covered. Garcia hits on every major area and can have a major impact on your effectiveness as a communicator and leader if you'll apply the material of this outstanding book.
2 of 2 people found the following review helpful
5.0 out of 5 stars A Fascinating Read on Communication March 26 2013
By Zadius Sky - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Helio Fred Garcia's fascinating book, "The Power of Communication," basing on the principles from the Marine Corps manual on war strategy entitled "Warfighting," which the author has adjusted the wordings to be applied to communication. He also addressed many communication problems using many real-life examples from politics and business worlds throughout the book with skills utilization in the end.

There are three parts: Leadership and Communication, Strategy and Communication, and Building Skills with ten chapters in all. None of them are hard to read as they are fairly well-written and very lively. I've found it to be such a fascinating read and very insightful. All of the in-depth examples are equally interesting as I've never heard about some of them, and now learning about them with such clarity. The first chapter, Words Matter, stressed the importance of communication and why people tend to think they have "mastered" communication when they did otherwise. Miscommunication always creates a negative feedback loop.

I felt that it's an important book on this subject and for everyone to read, not just business people or politicians. Personally, I am hard of hearing ("legally deaf" as I was often told) and communication isn't my strong suit as it takes a lot of my energy just to hear. And, this book has help me to understand some of the skills in utilizing communication in one's life, even on a daily basis, and to understand the dangers of miscommunication in the public sectors.

It's to be recommended.
2 of 2 people found the following review helpful
5.0 out of 5 stars Let Fred Have a Real Impact on Your Life March 24 2013
By j e lukaszewski - Published on Amazon.com
Format:Hardcover
Fred Garcia has had an enormous impact on my career, my practice and my life since we first met more than 25 years ago when he recruited me to teach at NYU. I have watched him have similar effects on thousands of others He is the man of eloquence Cicero describes. Fred instructs instinctively. His ability, which is what this book is all about, to look at critically important communication and leadership topics and issues from completely new and important perspectives, in this case the United States Marine Corps War Fighting Handbook, is profoundly interesting and helpful. The book is story after story, insight after insight, lesson after lesson, inspiration after inspiration. Just when you think it's impossible to find another important illustration of a crucial communication or leadership principle, Fred gives you another chapter of powerful, sensible, often surprising and charming stories and lessons. Believe me, he is a persuasive orator in person, and as you'll read, on paper.

Looking to build your powers of communication, to inspire trust and confidence, and to lead effectively? You hold in your hand the key ingredient to a happier, more successful, and influential professional life. Start reading.

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