007: 5 Principles for Communicating Strategically | with Helio Fred Garcia

by Jesse Lahey on October 11, 2012

Book Cover: The Power of Communication - by Helio Fred Garcia

©2012 Helio Fred Garcia

In this episode, Jesse is joined by Helio Fred Garcia, author of three books on communication. His most recent book, The Power of Communication: Skills to Build, Trust, Inspire Loyalty, and Lead Effectively, published in spring 2012.

For more than 30 years Fred has been 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 has been on the New York University faculty since 1988, where he teaches in both the MBA program and the Master’s in Corporate Communication program. In this interview, Jesse and Fred discuss five of the nine fundamental leadership communication principles that are explained in the book:

  • See communication as the continuation of business by other means.
  • To move people, meet them where they are.
  • Plan ahead and align tactics with strategy.
  • Invest in continuous improvement in communication skills.
  • Harness the power of language and of framing.

In addition, Fred answers several questions concerning the importance of communication in leadership, including:

  • If communication is an indispensable leadership discipline, why does it seem that so few leaders invest time in building their communication competencies?
  • What are the risks for a leader of not being a master at communication?
  • What is the difference between framing and spin-doctoring?

Resources Mentioned in This Episode

The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively by Helio Fred Garcia

The Logos/Ethos/Pathos principle:

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{ 2 comments… read them below or add one }

Christopher Battles October 15, 2012 at 11:52pm

A lot of great examples.
I remember the technology podcasts talking a lot about Netflix trying to split.
Thank you gentlemen.

K, bye


Jesse Lahey October 17, 2012 at 3:19pm

Christopher, the fallout from that communication / leadership problem has been costly for them over the past year. Fortunately, they reacted to the feedback; but I’ll bet that if they had even more competition, the fallout would have been worse. They are getting more competition from players like Amazon and Redbox, but Netflix had so ingrained themselves into the lives of many people, that most of us customers were slow enough to react that they survived.


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