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

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

  1. Title Page
  2. Copyright Page
  3. Praise for The Power of Communication
  4. Dedication Page
  5. Contents
  6. Foreword
  7. Acknowledgments
    1. Logos Institute for Crisis Management & Executive Leadership
    2. Marines
    3. New York University
    4. Wharton/University of Pennsylvania
    5. Professional Colleagues
    6. Corporate Clients
    7. Family
  8. About the Author
  9. Introduction: Leadership, Discipline, and Effective Communication
    1. Why Warfighting?
    2. About the Marines
    3. Communication Is a Leadership Discipline
    4. How This Book Came About
    5. About This Book
  10. Part I. Leadership and Communication: Connecting with Audiences
    1. 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
      5. David Letterman Jumps In
      6. The Audience Has Its Own Ideas
      7. Losing Face
      8. The Struggle to Win Hearts and Minds
      9. Connecting with Audiences
      10. Recap: Best Practices from This Chapter
      11. Lessons for Leaders and Communicators
    2. 2. Taking Audiences Seriously
      1. What Bill Gates Said/What the Audience Heard
      2. Netflix Misfires—Twice
      3. Second Stumble
      4. Yet Another Stumble?
      5. Restraining the Imperious Executive
      6. Orienting on the Audience
      7. Audience Engagement Checklist
      8. Recap: Best Practices from This Chapter
      9. Lessons for Leaders and Communicators
    3. 3. Words Aren’t Enough
      1. Walk the Talk
      2. Hurricane Katrina, New Orleans, and the U.S. Government
      3. Overnight, Sunday to Monday: Katrina Strikes
      4. Monday: New Orleans Under Water
      5. Tuesday: The Reality Sets In
      6. Wednesday: The Situation Is Dire; Government Seems Not to Get It
      7. Thursday: Things Fall Apart
      8. Friday: The President Steps Up But Misfires
      9. Weekend: Blame Game
      10. Monday, September 5: Self-Inflicted Harm
      11. Wednesday: President Bush and Michael Brown as Laughingstocks
      12. Friday: FEMA Director Brown Is Out
      13. Aftermath
      14. Trust, Consequences, and the Say-Do Gap
      15. FEMA Resets Expectations
      16. Recap: Best Practices from This Chapter
      17. Lessons for Leaders and Communicators
    4. 4. Speed, Focus, and the First Mover Advantage
      1. The Second Battle of Fallujah
      2. The Marines Act on the Fallujah Shooting
      3. Abu Ghraib and Loss of the First Mover Advantage
      4. The First Mover Advantage and Celebrity Scandal
      5. Operationalizing the First Mover Advantage
      6. Recap: Best Practices from This Chapter
      7. Lessons for Leaders and Communicators
    5. 5. Initiative, Maneuver, and Disproportionality
      1. Race Trumps Healthcare
      2. Initiative and Response
      3. Adventures in Time
      4. Recap: Best Practices from This Chapter
      5. Lessons for Leaders and Communicators
  11. Part II. Strategy and Communication: Planning and Execution
    1. 6. Goals, Strategies, and Tactics: Preparing and Planning
      1. Planning Isn’t Looking at a Calendar; It’s Looking at a Chessboard
      2. Hurd to the Rescue
      3. Hurd on the Street
      4. Measure Twice, Cut Once
      5. Understanding Strategy: Thinking Clearly on Three Levels
      6. The Strategic Level
      7. The Operational Level
      8. The Tactical Level
      9. Template for Planning: For Being Strategic in Leadership Communication
      10. Recap: Best Practices from This Chapter
      11. Lessons for Leaders and Communicators
  12. Part III. Building Skills: Getting Good at Communicating Well
    1. 7. Performance: The Physicality of Audience Engagement
      1. Commitment to Self-Development
      2. Connecting at a Distance
      3. Engaging Audiences
      4. Physicality: Let Me Hear Your Body Talk
      5. Stand and Deliver
      6. Connecting with Eye Contact
      7. Stagecraft
      8. Using Visuals Effectively
      9. Recap: Best Practices from This Chapter
      10. Lessons for Leaders and Communicators
    2. 8. Content: Word Choice, Framing, and Meaning
      1. Metaphor and the Management of Meaning
      2. Reframing
      3. Meeting People Where They Are
      4. Recap: Best Practices from This Chapter
      5. Lessons for Leaders and Communicators
    3. 9. Audiences: Attention, Retention, and How Hearts and Minds Work
      1. I Second That Emotion
      2. I Feel Your Pain
      3. We Happy Few
      4. Baby, I Was Born This Way
      5. Keep Calm and Carry On
      6. The Amygdala and Audience Engagement
      7. Adapting to the Amygdala: Five Strategies for Audience Engagement
      8. The Primacy of the Visual: The Eyes Have It
      9. Air Thin
      10. Recap: Best Practices from This Chapter
      11. Lessons for Leaders and Communicators
    4. 10. Putting It All Together: Becoming a Habitually Strategic Communicator
      1. Communication Is a Leadership Discipline
      2. Nine Principles of Effective Leadership Communication
      3. Closing Considerations
  13. A. Warfighting Principles for Leadership Communication
  14. Endnotes
    1. Introduction
    2. Chapter 1
    3. Chapter 2
    4. Chapter 3
    5. Chapter 4
    6. Chapter 5
    7. Chapter 6
    8. Chapter 7
    9. Chapter 8
    10. Chapter 9
    11. Chapter 10
  15. Index