The power of communication : skills to build trust, inspire loyalty, and lead effectively

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. 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. This book 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. The author reveals how to orient on audiences, recognizing their centers of gravity and most critical concerns. He also teaches how to integrate and succeed with all three levels of communication: strategic, operational, and tactical. He 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, in order to become a "habitually strategic" communicator Acknowledgements Foreword / by Rob Riggle, USMCR Introduction: leadership, discipline, and effective communication Leadership and communication : connecting with audiences Words matter Taking audiences seriously Words aren't enough Speed, focus, and the first mover advantage Initiative, maneuver, and disproportionality Strategy and communication: planning and execution Goals, strategies, and tactics : preparing and planning Building skills : getting good at communicating well Performance : the physicality of audience engagement Content : word choice, framing, and meaning Audiences : attention, retention, and how hearts and minds work Putting it all together : becoming a habitually strategic communicator Appendix: warfighting principles for leadership communication. Skills to build trust, inspire loyalty, and lead effectively