Book description
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.
Table of contents
- Title Page
- Copyright Page
- Praise for The Power of Communication
- Dedication Page
- Contents
- Foreword
- Acknowledgments
- About the Author
- Introduction: Leadership, Discipline, and Effective Communication
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Part I. Leadership and Communication: Connecting with Audiences
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1. Words Matter
- The Power of Communication
- Strategy = Ordered Thinking
- The Nature of Effective Leadership Communication
- Senator John McCain’s Blunder
- David Letterman Jumps In
- The Audience Has Its Own Ideas
- Losing Face
- The Struggle to Win Hearts and Minds
- Connecting with Audiences
- Recap: Best Practices from This Chapter
- Lessons for Leaders and Communicators
- 2. Taking Audiences Seriously
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3. Words Aren’t Enough
- Walk the Talk
- Hurricane Katrina, New Orleans, and the U.S. Government
- Overnight, Sunday to Monday: Katrina Strikes
- Monday: New Orleans Under Water
- Tuesday: The Reality Sets In
- Wednesday: The Situation Is Dire; Government Seems Not to Get It
- Thursday: Things Fall Apart
- Friday: The President Steps Up But Misfires
- Weekend: Blame Game
- Monday, September 5: Self-Inflicted Harm
- Wednesday: President Bush and Michael Brown as Laughingstocks
- Friday: FEMA Director Brown Is Out
- Aftermath
- Trust, Consequences, and the Say-Do Gap
- FEMA Resets Expectations
- Recap: Best Practices from This Chapter
- Lessons for Leaders and Communicators
- 4. Speed, Focus, and the First Mover Advantage
- 5. Initiative, Maneuver, and Disproportionality
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1. Words Matter
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Part II. Strategy and Communication: Planning and Execution
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6. Goals, Strategies, and Tactics: Preparing and Planning
- Planning Isn’t Looking at a Calendar; It’s Looking at a Chessboard
- Hurd to the Rescue
- Hurd on the Street
- Measure Twice, Cut Once
- Understanding Strategy: Thinking Clearly on Three Levels
- The Strategic Level
- The Operational Level
- The Tactical Level
- Template for Planning: For Being Strategic in Leadership Communication
- Recap: Best Practices from This Chapter
- Lessons for Leaders and Communicators
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6. Goals, Strategies, and Tactics: Preparing and Planning
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Part III. Building Skills: Getting Good at Communicating Well
- 7. Performance: The Physicality of Audience Engagement
- 8. Content: Word Choice, Framing, and Meaning
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9. Audiences: Attention, Retention, and How Hearts and Minds Work
- I Second That Emotion
- I Feel Your Pain
- We Happy Few
- Baby, I Was Born This Way
- Keep Calm and Carry On
- The Amygdala and Audience Engagement
- Adapting to the Amygdala: Five Strategies for Audience Engagement
- The Primacy of the Visual: The Eyes Have It
- Air Thin
- Recap: Best Practices from This Chapter
- Lessons for Leaders and Communicators
- 10. Putting It All Together: Becoming a Habitually Strategic Communicator
- A. Warfighting Principles for Leadership Communication
- Endnotes
- Index
Product information
- Title: The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively
- Author(s):
- Release date: April 2012
- Publisher(s): Pearson
- ISBN: 9780132888899
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